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Preserving BMW Heritage: The Importance Of Classic Cars In Brand Identity And Legacy
The journey of a car typically unfolds in three stages. Initially, it's fresh and possibly costly. After a decade, it becomes outdated, losing much of its appeal unless it reaches the vintage stage. At this point, its value often increases as it becomes a cherished relic. This pattern is evident in many BMW models, especially race cars, which lose value once they are no longer competitive.
BMW North America's racing history is significant, with a winning record in IMSA since 1975 with the 3.0 CSL. The CSLs were handed to Peter Gregg for the next season, and other models like the 320i Turbo and M1 IMSA Group 4 were stored after their racing days ended. In 1985, these cars were nearly destroyed until Erik Wensberg intervened.
Wensberg discovered these historic cars gathering dust in a barn in Connecticut. He was shocked to find them neglected and was determined to save them from being donated to a trade school for practice purposes. He insisted on preserving these vehicles as part of BMW's racing legacy.
Wensberg expanded the collection by trading an M1 for CSL #2275985, driven by notable racers like Sam Posey and Brian Redman. These cars needed restoration after years of hard racing. Without a budget, Wensberg and Hans Riedel creatively funded restorations through planning meetings for new production cars.
The restored cars gained acclaim when displayed at events celebrating BMW's commitment to performance over decades. The 320i Turbo and March prototypes were restored as running examples despite their challenging turbocharged engines. They appeared at significant events like BMW Motorsport's 20th anniversary in Florida and the Monterey Historic Races.
Larry Koch succeeded Wensberg in 1998 and continued expanding the collection by acquiring notable race cars like the BMW 2002 from Vasek Polak's shop. His goal was to promote BMW performance and goodwill towards enthusiasts while maintaining the collection's integrity.
Expanding the Collection
Koch added passenger seats to many race cars for rides at vintage races with original drivers when possible. The collection included E34 M5s raced by Ed Arnold Racing and other significant models that showcased BMW's racing prowess globally.
From the mid-1980s through 2020, BMW NA retained factory race cars to preserve them within its collection. This effort included retaining body styles raced by Prototype Technology Group from 1995-2006, such as the E36 M3 that won Daytona in 1997 and Sebring in 1998.
Maintaining Historical Significance
The collection also features unique models like the Sebring-winning V12 LMR from 1999 and two 335d race cars that competed at Thunderhill to promote BMW Clean Diesel technology. These efforts highlight BMW's dedication to preserving its motorsport heritage.
In 2006, BMW NA paused its racing program due to financial constraints linked to currency fluctuations affecting profit margins. Larry Koch shifted focus to production cars as Mobile Tradition/Classic Manager, acquiring various models for historical preservation.
A Strategic Approach
Koch emphasized using BMW's heritage to differentiate it from competitors lacking historical depth. A consumer survey revealed brand heritage as a crucial factor in purchasing decisions, leading to a successful heritage campaign reflected in TV ads of that era.
In 2007, BMW NA partnered with Rahal Letterman Lanigan Racing for vintage car management until returning to ALMS in 2009 with the E92 M3 GT showcasing advanced developments post-Formula One withdrawal.
Curation and Preservation
When Tom Plucinsky took over responsibility for BMW Group heritage worldwide in late 2012, he focused on restoring key assets like chassis #1101 back to its Sebring-winning specification after inheriting all assets from Koch's tenure.
The Z4 GTLM replaced previous models for IMSA racing from 2013 onwards; five examples were produced with four held by BMW NA while one remained with BMW AG.
A Legacy of Innovation
The M6 GTLM raced between 2016-2017 is preserved within the collection alongside iconic Art Cars like John Baldessari's creation (#1502) and Bill Auberlen’s last full-time race car (#1705) preserved as it finished Petit Le Mans victoriously.
The F92 M8 GTE replaced earlier models; winning examples are retained while others await sale or classic racing participation under customer support programs developed by BMW M Motorsport globally since then.
A Comprehensive Collection
BWM Group Classic USA now oversees this extensive collection under Plucinsky’s leadership since early last year (2024). The division strategically plans additions reflecting company history over time while showcasing vehicles at prestigious events worldwide alongside static exhibits highlighting key milestones achieved throughout decades past into present day endeavors alike!
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