BMW is going through some truly deep changes these days, as the company is both trying to keep up with the electrified future rapidly approaching as well as staving off its main rivals. In this regard, the Germans just announced the creation of a new product category that focuses on offering their customers the ultimate luxury. While that may suggest better options and materials along with impeccable fit and finish, BMW isn’t only talking about cars here but also about the services and lifestyle that comes with them.

As part of its forthcoming model offensive, BMW has developed a new presence for its luxury cars that sees the profile and positioning of the most exclusive members of its range refined into a distinct product category. The upcoming BMW 8 Series and BMW X7 as well as the BMW i8 and the upcoming BMW i8 Roadster will join the BMW 7 Series in the brand’s significantly expanded luxury segment line-up.

These cars appeal strongly to the heart, so they are particularly well placed to enrich the characteristic lifestyle of customers in this segment with authentic, emotionally engaging experiences. The identity and attitude shared by BMW’s elite models are echoed in a newly designed logo which combines a black-and-white version of the manufacturer’s roundel first used 100 years ago with the company name “Bayerische Motoren Werke” written out in full. The new presence for the brand’s luxury-segment models will be unveiled for the first time at the IAA Cars 2017 show in Frankfurt on 14 – 24 September 2017.

With its classical, understated aesthetic and the company’s original name spelt out, the logo highlights BMW’s inimitable history. The daring to explore standalone solutions and concepts, and the ability to take on challenges and emerge from them stronger, are deeply-rooted elements of BMW heritage. This approach has proven to be a recipe for success, as well as showcasing the company’s passion, confidence and gift for bringing the future into the present day. And it is also apparent in the lifestyle of a target group well accustomed to trying new things, taking the lead and choosing a free and independent path in life.

“For these people, life is all about making the best possible use of the time available to them,” says Hildegard Wortmann, Senior Vice President Brand BMW. “Their motto is ‘to own the moment’ – i.e. to max out every snap-shot of time with meaningful and beautiful things.” The brand’s goal is to offer customers a special mobility experience every day, courtesy of unique and improved services.

Upcoming service appointments are carried out as part of a pick-up and return service tailored precisely to the customer’s individual needs. Furthermore, there will also be an Add-on Mobility service offered for luxury car customers. For example, if a BMW 7 Series driver requires additional transportation capacity, they can get a BMW X7 for their needs. On top of that, for the pleasure of a sporting weekend they can have a BMW 8 Series at their disposal, if they want one.

The line-up of BMW models and services for the globally expanding luxury segment is complemented by experiences taking their cues from the particular requirements of a modern, international target group and extending beyond the pleasure of driving a car. The BMW i Pure Impulse Experience program for BMW i8 owners has paved the way for customers around the world to experience some remarkable cultural, lifestyle and travel events – from exclusive sightseeing tours and gala dinners in Michelin-starred restaurants to visits to the Grammy Awards in Los Angeles, the Art Basel fair in Hong Kong and the White Turf horse races in St. Moritz.

The company’s commitment to laying on a very special experience of mobility sees the brand embarking on the largest luxury-segment model offensive in its history. “We’re building up a luxury ecosystem of unique services and experiences which embraces the full range of luxury models and creates some extraordinary and unforgettable times,” explains Wortmann. How much all of that will cost remains to be seen, as is the new logo that will be unveiled at Frankfurt next week.