BMW.com relaunch: The new digital home of the BMW brand. BMW upgrades central website to a unique and modern storytelling experience.

Listicles, infographics and “swipeable” navigation, covering a wide range of fresh new topics: The relaunch of BMW’s international brand homepage, #bmw.com, goes far beyond mere design optimisation. #bmw is one of the first #automotive brand worldwide to adopt an editorial approach using Google AMP technology to give the brand a modern, attractive media offering that is seamlessly integrated into the media usage of fans and prospective customers around the world.

New content, new formats

The new #bmw.com is designed to address a broad audience and serves as the central access point for a wide range of different topics from the world of #bmw and beyond. The subjects mainly revolve around mobility and lifestyle, ranging from brand-related content to design, innovation and performance, to areas beyond the car, such as lifestyle, culture and travel.  

There is plenty to explore: articles on electro-mobility, car-sharing and autonomous driving alternate with interesting and entertaining content about urban architecture, crazy traffic rules from around the world or tips for long road trips with pets – always in a brief, easy-to-digest format with extensive multimedia content. In addition to traditional content, such as articles, videos and photo galleries, easy-to-consume “snackable” formats, like listicles and infographics, maximise the appeal to readers.

“The new #bmw.com is much more than a classic relaunch. The website has been rebuilt from scratch and illustrates how we are systematically rethinking and rejuvenating #bmw brand communications,” explains Jörg Poggenpohl, Head of #digital Marketing #bmw. “We want to offer an informative, entertaining platform with relevant content for all #bmw fans and people who have not yet come into contact with our brand – all in an appealing format that fits perfectly with modern communication behaviour.”

More information on the press release