The new BMW 1 Series launches onto the market with a unique event: “The 1 Roadshow”, a tour that will visit iconic places throughout Italy, from 5 June to 5 October.
The tour, which started from Milan, will see the new compact protagonist of 16 stages, between cities and seaside resorts, with music as the common thread.
The tour debuted on Wednesday 5 June at the House of BMW in via Monte Napoleone 12, Milan. Here, the new 1 Series was presented to the public, marking the beginning of a new chapter in the automaker’s 20-year history in the premium compact segment. The presentation had a musical tone, in line with the spirit of the tour: Saturnino, Jovanotti’s historic bassist, and the Bud Spencer Blues Explosion reinterpreted the soundtrack that had made the BMW 1 Series famous twenty years ago.
After Milan, “The 1 Roadshow” headed towards Selva di Val Gardena for the BMW Hero Bike, an event dedicated to cycling enthusiasts. Subsequently, the BMW 1 Series will reach Puglia, participating in musical events such as Battiti Live in Molfetta and Otranto. The tour will continue through the most popular summer destinations, including Versilia, the Roman coast, Campania, the Adriatic area and the islands. The tour is expected to close in autumn with a return to the main Italian cities, in view of the official launch on 5 October.
Massimiliano Di Silvestre, president and CEO of BMW Italia, underlined during the Milanese evening: “In 2004, the BMW 1 Series debuted with design features, sportiness, dynamism and driving pleasure that positioned it in a distinctive and special way. Today, twenty years later, we find these distinctive traits in the new 1 Series, now in its fourth generation, with a charismatic and sporty design, highly efficient engines, a redesigned chassis for unique driving dynamics, technological and digital interiors, and great attention to sustainability.”
The new BMW 1 Series promises to amaze not only for its design, but also for its technological innovation. Each stop on “The 1 Roadshow” will offer the opportunity to discover the features of the new model up close. For three days, in each location, it will be possible to admire the car, exploring its design and cutting-edge technologies, and discover its profound connection with the world of music.
An exceptional partner accompanies the new Series 1 in its debut: Hublot, of the LVMH Group. For the occasion, the luxury watch house presented the new 38mm range, aimed at a young and dynamic audience, the same target as the BMW 1 Series.
The tour is designed to create an immersive experience, where car enthusiasts will be able to get to know the new 1 Series like they do with a song that, once it gets into their head, becomes an irresistible catchphrase. This marriage between cars and music represents the essence of “The 1 Roadshow”, an event that celebrates innovation and dynamism, values that BMW has always represented.
With “The 1 Roadshow”, BMW not only presents a new model, but invites everyone to live a unique experience, punctuated by musical and technological rhythms that will accompany the new 1 Series on a journey across Italy, from the Alps to the sea, from cities to beaches, until the launch official on October 5th.
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