Needing some extra photos of BMW people we interviewed, and of which you will read much more soon on these columns, we took the occasion to witnessing the remarkable premiere of the BMW X2 on the Brussels Show.

It was a stunning spectacle, and we just show you here the photos we took, just to let you get a “feel” of what was happening on the BMW stand on January 15 at palace 7 of the Show.

Just read on…

Hans Knol ten Bensel

Already since the press day, on Wednesday 10 january, the countdown to the premiere was started off, by pushing a red button by Jean-Philippe Parain, Senior Vice-President Sales Europe BMW (left) and Peter Henrich, President and CEO of BMW Group Belux.

We show you here also the last minutes and seconds of the countdown, where already two all white painted male dancers took centre stage,

with an enormous spider-mannequin tucking discreetly behind the curtains of the stand, to prepare his performance…

A dancer all painted in gold then entered the central stage, wrapped also in a long gold curtain, awaiting the last seconds, and then with a baseball bat virtually broke the windows so to speak, to reveal the blue and yellow colored BMW’s.

But before the final curtain fell, there was still a performance act with the long legged enormously impressive spider-mannequin and the two white painted dancers.

A stunning show, which amply reveals how much care and attention automotive brands invest in presenting their products…

Right after the introduction, the automotive press assailed the BMW PR people, and here Corporate Communications Manager Christophe Weerts is answering questions…

Soon we will report further on what was to be seen at the Brussels show, alongside with the interesting interviews and talks we had, as we announced you in the previous post.

So stay tuned!

Hans Knol ten Bensel