BMW North America launches 'Driven By Pride' campaign

Wilbert Tan Jul 01, 2020

BMW of North America flexes its diversity and equality muscle with its new campaign for Pride Month, entitled ‘Driven By Pride.’

The new campaign, meant to celebrate the colorful individuals that make up the LGBT community, saw the German carmaker participating in various LGBT events and causes including joining a special broadcast event by NYC Pride, providing support for The Trevor Project’s “Pride Everywhere” campaign, and executing communications across BMW’s digital channels.

During the pride parade in New York City, BMW brought five BMW 8 Series Convertibles custom-wrapped in rainbow colors representing the six shades of the pride flag, with a special “PRIDE” BMW roundel emblem on the hood of each vehicle.

The special emblem logo replaces the BMW letters with PRIDE and fills the updated roundel’s transparent areas with blended Pride colors.

Aside from the parade cars, this change was also featured in US digital communications.

Also part of this year’s Pride support, BMW joined The Trevor Project—a non-profit organization that focuses on suicide prevention efforts among LGBT youth—as the exclusive automotive partner of their “Pride Everywhere” campaign. BMW’s support will help provide critical services to 30,000 LGBT youth from the largest national organization in the US that provides crisis intervention and suicide prevention.

“While many of this year’s live Pride activities were cancelled out of necessity, BMW continues to stand with the LGBTQIA+ community in this celebration of Pride and unity,” said Uwe Dreher, vice president of marketing, BMW of North America. “As the world continues to demonstrate for racial equality and justice amidst the ongoing COVID-19 pandemic, there has never been a more urgent time to celebrate togetherness and unity.”

Last February, BMW Philippines announced the arrival of the BMW X1 subcompact luxury crossover and BMW 1 Series subcompact executive cars in the country. Price range for the X1 is P3.09 to P3.89 million, while the 1 Series costs P1.6 to P4.6 million for the three-door variant and P2.69 to P4.59 million for the five-door option.

Photos from BMW