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BMW fit to take helm at city鈥檚 marathon
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AS the leading runner of the 2014 Shanghai International Marathon to be held this Sunday, BMW is ready to blaze out an environment-friendly path.
The BMW i3, which runs purely on electricity and leaves limited carbon footprints throughout its lifecycle, will serve as the official leading car, making it a second time for BMW to be the honorary sponsor of this annual test of stamina and promotion of sustainable mobility.
The race, which starts from Chen Yi Square on the Bund, progresses against a pleasant backdrop of historical and modern landmarks, with the full and half-marathons finishing at Shanghai Stadium in Xuhui District, the 10k run at Fuxing Park in Huangpu District, and the health run at Jing’an Sculpture Park.
“Marathon stands for positive lifestyles and provides a good platform to raise awareness of sustainable mobility,” said Karsten Engel, president and CEO of BMW Group China. “BMW i3 is clean with zero emission. It not only brings BMW’s sheer driving pleasure and traditional BMW sportiness, but also can fulfill the needs of everyday commuting in a mega city like Shanghai.”
A marathon lover himself, Engel is the key drive of BMW’s sponsorships for marathon races around the world. From Berlin and Frankfurt in Germany to Shanghai, Xiamen, Lanzhou in China, he is always dedicated to promoting this healthy sport, advocating a positive lifestyle and contributing to a sustainable society.
As the key value proposition of marathon as well as BMW’s rendering of Next Premium characterized as “Born Electric,” sustainability is the key word that defines the car’s entire value chain. Recyclable and renewable materials are widely used on the vehicle, with its choice of carbon fiber reinforced plastic (CFRP) for vehicle architecture as a revolutionary industrialized application of lightweight design. And the production of the car and the CFRP is supported by renewable energy such as wind power, and consumes 70 percent less water than the making of traditional vehicles.
In fact, the history of BMW leading marathons with innovative electric cars can be traced back to 1972 when BMW 1602, a then electric car pioneer, was chosen to lead the marathon at the Munich Olympics.
Marathon is a sport that requires great perseverance while BMW is a car brand that makes unremitting efforts in pursuing sheer driving pleasure.
They are both dynamic, energetic and emotional, Engel said of the special connection between the two.
And running is for everyone, just like the JOY of BMW, Engel added.
Last Sunday, on Shanghai riverside running track in Xuhui District, a special marathon training camp was hosted by BMW for runners at all skill levels. And the best part is it is open to the public.
“Running helps me to keep fit and energetic,” said Candy Ji, who has recently finished a 24-hour endurance run. “I got very helpful tips for restorative training to prepare for my upcoming full marathon race.”
But most of people coming to the BMW training camp are less experienced runners.
“They are running for fun. Running is a tough sport, especially mentally difficult. But it is a good start for them,” said Neil Fraser, the coach of the training camp.
Running is a popular sport that has very few boundaries. One doesn’t need to have a lot of money to pay for any membership. Grab a pair of running shoes, and you can step out of your front door and start practice.
And it is not such a lonely sport as it seems.
“Everyone is bringing friends here today. It is a very social sport. When you are in a football team, you just get to know 11 or 12 people. But if you become part of BMW’s huge running club, there are hundreds of people you can meet,” Fraser explained.
Vincent Ye, an amateur runner from Shanghai University of Finance and Economics, said he enjoyed being a member of this big BMW family.
Though failing to get enrolled for the full-marathon race where all the places were snapped up in just a few hours after the registration began, he is given the opportunity to compete at the 10km run this Sunday, a favor from BMW.
BMW partners, owners, media friends and BMW staffs will make up BMW phalanx for Shanghai marathon this year. And about 100 runners who come from BMW JOY HOME nation-wide will join in the race as well.
“No matter what results they achieve, all of them represent positive lifestyle and perseverance that BMW advocates. I hope all BMW runners can enjoy the joy of running, and the JOY of BMW,” Engel said.
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