“The power of action.” The first-ever BMW iX and the first-ever BMW i4.

BMW Ahmed Mazen 11 June 2021

Joint global campaign plays to the rhythm of Coldplay's new hit. "Higher Power" becomes the soundtrack for TV commercials for the debut of the new all-electric BMW models.

Local emission-free driving pleasure has never been greater than with the first-ever BMW iX and the first-ever BMW i4. The fitting soundtrack for the debut of the latest all-electric models is called "Higher Power" and comes from the Warner Music band Coldplay. You can hear the quartet's latest single in the TV commercials filmed for launching the joint worldwide communication campaign for the two new models. It delivers the perfect message with the lyric line "This joy is electric". The song for a new era of individual mobility marks the beginning of a long-term collaboration between BMW and Coldplay.

"In the initial discussions we quickly realised: Coldplay and BMW share common goals that go far beyond marketing," says Jens Thiemer, Senior Vice President Customer and Brand BMW. "Based on this we developed a real co-creation in which the band actively contributed their thoughts and attitude to the design of our campaign for the BMW iX and the BMW i4." The shared awareness of sustainability gave rise to an intensive creative process between BMW and the British musicians, which will produce further co-created elements later in the year.

For the BMW Group, the premiere of the BMW iX and the BMW i4 is an important milestone in the current phase of its transformation towards electric mobility. The company expects all-electric models to account for at least 50 percent of its global vehicle sales as early as 2030. The Coldplay musicians are looking for innovative ways to combine their popularity and performances in front of thousands of enthusiastic fans with a positive impact with regard to sustainability.

With the launch for the campaign film for the BMW iX and the BMW i4, fans all over the world can now enjoy the sound of "Higher Power".

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► Explore More Videos: The first-ever BMW i4. https://youtu.be/jHF3RHQCqsA

Feel the beat. The BMW iX maiden voyage through the night. https://youtu.be/dQn0_k2XhbQ What's your reason not to change? The first-ever BMW iX. https://youtu.be/1XHr98Foq-w

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BMW Sheer Driving Pleasure


BMW i4 M50: Power consumption in kWh/100km: 24.0–19.0 (WLTP*), Electric range in km: 510 (WLTP*). * Figures are preliminary and based on forecasts; not officially confirmed. Further information: www.bmw.com/disclaimer

544 hp, 400 kW, 795 Nm, Acceleration (0-100 km/h): 3.9 s, Top speed (limited): 225 km/h.

BMW iX: Power consumption in kWh/100km: 21.0 (WLTP*). * Figures are preliminary and based on forecasts; not officially confirmed. Further information: www.bmw.com/disclaimer

Official data on power consumption and electric range were determined in accordance with the mandatory measurement procedure and comply with Regulation (EU) 715/2007 valid at the time of type approval. In case of a range, figures in the NEDC take into account differences in the selected wheel and tire size; figures in the WLTP take into account any optional equipment. WLTP values are used for assessing taxes and other vehicle-related charges that are (also) based on CO2 emissions, as well as for the purposes of vehicle- specific subsidies, if applicable. Where applicable, the NEDC values listed were calculated based on the new WLTP measurement procedure and then converted back to the NEDC measurement procedure for comparability reasons. For more information on the WLTP and NEDC measurement procedures, see www.bmw.de/wltp.

For further information about the official fuel consumption and the specific CO2 emission of new passenger cars can be taken out of the „handbook of fuel consumption, the CO2 emission and power consumption of new passenger cars“, which is available at all selling points and at https://www.dat.de/angebote/verlagsprodukte/leitfaden- kraftstoffverbrauch.html.