BMW WINS TWO 2008 BRAND IMAGE AWARDS FROM KELLEY BLUE BOOK
03/20/2008

Awards Honor Top New-Auto Brands Based on Consumer Perception Data from KBB Marketing Research
Woodcliff Lake, NJ - March 20, 2008... Amidst the various festivities taking place during the 2008 New York International Auto Show, Kelley Blue Book (www.kbb.com) -- the leading provider of new- and used-vehicle information -- announced last night that BMW was the winner of two 2008 Kelley Blue Book Brand Image Awards. Richard Brekus, General Manager, Product Planning & Strategy, BMWNA, accepted the awards on behalf of the German automaker at the gala event held last evening.

"It is an honor to be the recipient of two Kelley Blue Book Brand Image Awards," said Mr. Brekus. "From the iconic 'kidney-shaped grill' to the 'Hofmeister Kink' BMW designers work hard to consistently create refreshing designs that are new, yet retain the classic elements, luxury and style that consumers expect from BMW."

The Kelley Blue Book Brand Image Awards recognize automakers' outstanding achievements in creating and maintaining brand attributes that capture the attention and enthusiasm of the new-vehicle buying public. BMW won its awards in the categories of Best Overall Exterior Design; and Best Exterior Design: Luxury Sedan/Coupe/Hatchback.

The 2008 Brand Image Awards are based on consumer automotive perception data from Kelley Blue Book Marketing Research's Brand Watch study. Brand Watch is an online brand perception tracking study tapping into 12,000+ in-market new-vehicle shoppers annually on kbb.com. The highly comprehensive Brand Watch report provides a detailed look at in-market new-vehicle shoppers' perceptions of brands, and important factors driving their purchase decisions while they are in the midst of the shopping process. The results of an entire year of Brand Watch research and consumer opinions determine the 2008 Kelley Blue Book Brand Image Awards winners.

"'The Ultimate Driving Machine' doesn't simply apply to BMW's mechanical prowess; it also applies to the brand's exterior design language," said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book and kbb.com. "There is a striking family resemblance among the vehicles yet each is unique - a difficult feat to pull off, but, in the consumers' eyes, a very valuable one."