BMW 1 & 3 Series London 2012 Performance Editions

BMW London 2012 Performance Editions

If you’re going to go the sponsorship route to promote your business, sponsorship deals don’t come much more high-profile than an Olympic Games. Or much more expensive.

So the point is to use the association to created value in your business. For BMW there will be endless opportunities for special models - and endless global coverage of BMW cars chauffeuring round the Olympic great and good – to help justify the gazillion Euros they’ve spent on getting their name next to the Olympic Rings (I know, we’d have had Audi as the most likely top bidder too). And its starts with a couple of BMW UK Special Editions.

The BMW 1 Series Performance Edition gets its stand-out looks thanks to a set of dark chrome M alloys, matching dark chrome trim and exhaust pipe and a set of dark line rear lights.

To add to the visual exterior titivations you can add a set of sport seats with ‘Royal’ Blue stitching , M Sport steering wheel and gear lever, floor mats with more ‘Royal’ Blue on the edges and a set of ‘London 2012′ badges. Oh, you also get M Sport suspension so it’s not quite all cosmetic.

The BMW 3 Series Performance Edition gets a similar treatment to the 1-Series with18″ alloys, an M Aerodynamic body kit, M Sport steering wheel, sports seats, ‘London 2012′ badges and the same floor mats with ‘Royal’ Blue piping as the 1-Series.

Colours on offer for these ‘Sporty’ Olympic Specials are limited to Alpine White, Titanium Silver, Bluewater and Black Sapphire

The 1-Series Performance Editions are an extra £15000 on top of the price of the regular ES model, with prices starting at £19,530 for the 116i Performance Edition 3 door.

The 3-Series has less kit extra and costs just £500 more than the equivalent 3-Series ES saloon, with the starting point being the 318i Performance Edition at £23,195.

BMW reckons you’;ll be saving over £1.725 on the 1-Series Performance Edition compared to speccing up an ES to the same level and over £2k on the 3-Series.

Which, as always, makes it worthwhile if the extras float your boat.

(5 photos – click any thumbnail for full size)

By Cars UK