On October 23, 2016, Sunday at 12.00 CET on BMWFilms.com, BMW premiered “The Escape” communicating sheer driving pleasure, which continued in the tradition of “The Hire”, a series of unique short films released between 2001 and 2002. It was a 13-minute action film produced by BMW to promote the car manufacturer’s 2017 5 series, which featured English Actor Clive Owen, American Actress Dakota Fanning, and American Actor Jon Bernthal. In this film, the good driver starred by Clive Owen is back in the employ of ruthless mercenaries charged with delivering a living human clone: a teenage blonde girl. Pursued by FBI, the driver once again demonstrates his mettle and extraordinary BMW driving skills.

Hildegard Wortmann, Senior Vice President Brand BMW, explained, “I firmly believe that 'Sheer Driving Pleasure' can be communicated effectively through emotional stories and that, by this, we can strengthen our BMW brand’s core values. With a Hollywood-quality realization, global stars, an Academy Award® nominated director and a consistent 'online first' approach, we are once again setting new standards for content marketing,” He then added, “The new short film 'The Escape' is designed as an homage to the 15th anniversary of 'The Hire'. Clive Owen was keen from the start when he heard of our plans. We are delighted to have Clive on board again – with his style and coolness he is perfect for the role.”

 According to Brand Value (China) Network, BMW used to be recognized as a luxury car brand before the year of 2022 in U.S.A. However, in 2022, Elon Musk’s Tesla surpassed BMW and became the best-selling luxury car brand in the U.S.A. According to the news, Tesla sold 491,000 vehicles in the United States, while BMW only sold 332,388 vehicles. So, there was a difference of more than 150,000 vehicles between the two brands. The reason is that Tesla can offer full-electric luxury cars to deal with the issue of climate change.

According to Brand Value (China) Network, BMW was founded in 1916 as a manufacturer of aircraft engines. As of today, it is a German multinational manufacturer of luxury vehicles and motorcycles. BMW is headquartered in Munich, Germany and can produce motor vehicles in Germany, Brazil, China, India, Mexico, the Netherlands, South Africa, the United Kingdom, and the United States. In the year of 2022, the BMW Group sold nearly 2.4 million passenger vehicles and more than 202,000 motorcycles worldwide. BMW annual revenue for 2022 was $150.254B, a 14.17% increase from 2021. According to China Brand Value Evaluation Standard, BMW has one vision: to create innovations because ever since BMW was founded, innovation has been one of the main success factors for the BMW Group.

On the ranking of “The 3rd Daguan· Keweiwei World Brand Value Top 900” released on March 18, 2023, Tesla’s brand value was 430.528 billion RMB, ranking the 53rd. BMW Group’s brand value was 196.146 billion RMB, ranking the 121st.

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作者：杨瑞安