Automotive Faqs

Trying to teach the younger crowd how to drive safely and properly can be a difficult thing. Most young people when they get behind the wheel feel powerful and love to show off by speeding and driving like someone who is drunk. BMW has taken upon itself to teach these kids how to drive responsibly by creating a brand new performance driving campaign.

The driving campaign features offbeat characters from driving lessons past. The campaign, launched for the BMW Performance Driving School in Spartanburg, South Carolina, aims to bring the goals of the school to life by posing the query: “Who taught you to drive?” BMW of North America will encourage drivers to consider how times have changed since their first lesson, and who taught them.

Through non-branded micro-site and viral videos, BMW of North America in cooperation with Austin-based GSD&M, a leading marketing and communications company, tackled more than just what car to drive as it launches the “Relearn to Drive” campaign. The campaign will take visitors to their website, focusing on the idea that much of what drivers originally learned was incorrect or no longer applies, and the BMW Performance Driving School is the place to correct those wrongs.

“Many drivers on the road today have not considered just how times, and cars, have changed since they learned to drive, and this campaign will serve as an entertaining wake-up call that perhaps we could all stand to learn something new,” said Jack Pitney, Vice President, Marketing, BMW of North America. “Increasing awareness of the programs we offer at the BMW Performance Driving School will let people know there is a fun way to hone those skills we all may have to use one day, no matter what kind of car they drive.”

The campaign appears in select auto and lifestyle publications, such as Roundel, Autoweek and Road and Track. It will also be published online via AutoWeek.com and RacingSchools.com. YouTube and Google Video will also feature the campaign. What�s more, it will be printed on postcards distributed at BMW events nationwide this summer. In addition, the campaign will also appear in The Onion, online and in print, as part of its sponsorship. The “Relearn to Drive” website features videos of nine unconventional, panicky characters that capture the multitude of ways individuals may have been taught to drive.

The goal of the campaign is to increase awareness of the BMW Performance Center and BMW Performance Driving School, a 134-acre, high-tech driving facility set with closed courses, skid pad, water walls, and an off-road course. The Driving School offers several programs, including one- and two-day Driving Schools, one- and two-day Teen Driving schools, one- and two-day M Schools for high-performance driving, and an Advanced M School.

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