BMW NA and Publicis New York Create New Ad Campaign Featuring Tagline "Pre-Owned. We Swear."

Woodcliff Lake, NJ - September 13, 2007... BMW of North America, LLC announced today a new, national broadcast, print, radio and Internet marketing campaign for its Certified Pre-Owned program that will launch September 13, 2007. The "Pre-Owned. We Swear." spots created by Publicis New York will underscore the fact that Certified Pre-Owned BMWs are in such great condition that people cannot tell the difference between Certified Pre-Owned BMWs and brand new vehicles.

"The tagline of the new campaign - 'Pre-Owned. We Swear.' - speaks to the fact that Certified Pre-Owned BMWs carry all of the intrinsic values and characteristics of new BMWs," said Joan Horst, Pre-Owned Manager - Marketing for BMW of North America. "The campaign also reinforces the BMW Certified Pre-Owned Protection Plan that covers our vehicles for up to 6 years or 100,000 miles. Our customers can enjoy their Certified Pre-Owned BMWs even more with the added assurance of the CPO warranty coverage and BMW Roadside Assistance. The Certified Pre-Owned BMW Vehicle Program is an excellent way for people who desire a premium vehicle to reward themselves with The Ultimate Driving Machine®."

The campaign will have a national reach, with a staggered release running regionally throughout the United States over several weeks. It will include three television spots, eight radio spots, eight print advertisements, and a number of Internet banners.

Since its inception in 1996, the BMW Certified Pre-Owned program has become the number-one luxury certified program in the United States, with more than 80,000 sales in 2006. BMW leads the luxury end of the Certified Pre-Owned market, and July 2007 was BMW's best July ever, with sales of more than 7,100 Certified vehicles. "The BMW CPO program is one of the fastest-growing parts of our business," said Horst. "We will increase ad spending for the 2007/08 calendar years, and we expect to sell 10 percent more Certified Pre-Owned vehicles than we did in 2006."

Print ads
Each of the "Pre-Owned. We Swear." print ads shows one of the cars on a white page, standing alone, next to the tagline "Pre-Owned. We Swear." Each ad features corresponding copy that emphasizes the Certified Pre-Owned Program's 6 year / 100,000 mile Protection Plan.

The print campaign will run in publications including The Wall Street Journal, Business Week, Money Select Edition, Sports Illustrated Select Edition, andTime Affluentials. Internet banners will be featured on, and A dealer "ad builder" tool will also be available so that BMW centers can customize their own print ads using the message elements from the new campaign.