Art meets technological openness: 50 years of BMW Switzerland
When the world's fastest works of art, history and the future come together, BMW Switzerland celebrates its 50th anniversary. The import of the Bavarian brand is a success story, and thanks to the New Class and openness to technology, it is set to continue.
With 2080 registrations in April, BMW is the Swiss market leader - not among the premium brands, but overall! This alone would certainly be a reason to celebrate, but the Bavarian brand can also celebrate various other anniversaries in 2025: The BMW 3 Series, long the volume model and the backbone of the brand, and the BMW Art Cars are celebrating their 50th anniversaries, as is the Swiss import company itself. To mark the 50th anniversary of BMW Group Switzerland, the importer of BMW, BMW Motorrad and Mini celebrated with dealers, industry partners and guests at the Brand Experience Center in Dielsdorf ZH.
A country falls in love with a brand
"In 1975, 'Jaws' was released in cinemas, David Beckham and Angelina Jolie were born, the radio played Udo Jürgens' 'Greek Wine'," said presenter and Corporate Communications Director Sven Grützmacher in front of around 200 guests. "And in 1975, the BMW success story began and this country fell in love with our brand." President & CEO Sergio Solero also reviewed the history of the successful import company. Motag, with company founder Karl Hübner, had been acting as BMW general importer in this country since 1953. The businessman's family also supported BMW with loans in the difficult post-war years, which gave Hübner the sole lifelong import rights with a handshake. It was also Motag that built the Motag Automobile Center in Dielsdorf from 1967 to 1968: this is still the headquarters of BMW Schweiz AG today.
Steady progress for success
After the death of Karl Hübner, BMW Holding AG gradually took over the share packages of the community of heirs from 1975, and the new era began. "The workforce has doubled, we sell over 30,000 vehicles a year," explained the current President & CEO of BMW Switzerland, Sergio Solero, proudly. Today, the organization consists of 65 BMW dealers, 16 BMW service partners, 36 Mini dealers and 23 BMW motorcycle dealers, employs around 3,300 other people and is also active in the fleet business and with financial services as Alphabet. "Back in 2007, we also demonstrated how BMW thinks and works with Efficient Dynamics: It takes steady progress - and you also have to work on details to make progress," explained the CEO. "And there is simply no one solution for all customers. You can't just focus on one groundbreaking idea or technology. That's why we're not just focusing on electric drives, but are also advocating openness to technology. Mobility must also be realistic, affordable and reliable," says the eloquent Italian.
The legendary Art Cars as guests in Dielsdorf
Corporate Communications Director Sven Grützmacher then went into the rich history of the legendary BMW Art Cars and briefly introduced the six of the twenty models on display in Dielsdorf and their artists, before talking to Jochen Neerpasch, JP Rathgen and Max Heidegger about the fastest works of art in the world. The then head of BMW M GmbH, Jochen Neerpasch, revealed: "It was an absolute coincidence that we created the Art Cars 50 years ago. And actually, as an amateur driver, I would never have wanted to entrust the first Le Mans racer created by Alexander Calder to art fan Hervé Poulain." It turned out differently: 50 years later, there are 20 unique rolling works of art by Calder, Frank Stella, Roy Lichtenstein, Andy Warhol, Jenny Holzer and others; the Art Cars are legendary and worth millions.
BMW presents series version of the New Class at the IAA
With the New Class, BMW can also look forward to an exciting new generation of vehicles in its anniversary year. Jochen Goller, BMW Board Member responsible for Customers, Brands and Sales, explained: "The latest e-technology combined with the switch to an 800-volt system creates new possibilities. We will present the series version of the New Class at the IAA in Munich in the fall." With it, BMW not only wants to set an example in terms of recycling and e-drive, but of course also take the "joy of driving" into the future - and not just thanks to 18,000 Nm (!) of torque. "It's not just about power, but about how you use it," added the BMW Board of Management member, citing as an example the appearance at Auto Shanghai, where the New Class easily climbed a 55-degree ramp in the best mountaineering style.
Open to technology despite criticism
"Whether electric, as a plug-in hybrid or with hydrogen drive: the New Class will have a display extending from A-pillar to A-pillar and an innovative head-up display," revealed Goller, at the same time making it clear once again that BMW will continue to drive into the future with an open mind when it comes to technology, despite some fierce criticism. "We will also be launching our X range with a new architecture. We will start with the new iX3, followed by seven to eight X models in two years' time. There is no either-or at BMW. So I have good news for all M fans: you will continue to receive BMW M models from us in the future!" More good news for the Swiss BMW partners and their customers at this all-round successful anniversary celebration.
