--- title: BMW: The Driver's Experience | TIME description: In this video, TIME takes a look at BMW's racing history and how its participation in motorsports influences the cars even the most cautious customers drive. canonical: https://time.com/video/PYSexrsX/ og:title: BMW: The Driver's Experience og:description: In this video, TIME takes a look at BMW's racing history and how its participation in motorsports influences the cars even the most cautious customers drive. og:url: https://time.com/video/PYSexrsX/ og:image: https://cdn.jwplayer.com/v2/media/PYSexrsX/poster.jpg?width=720 og:type: video.other twitter:card: summary_large_image twitter:title: BMW: The Driver's Experience twitter:description: In this video, TIME takes a look at BMW's racing history and how its participation in motorsports influences the cars even the most cautious customers drive. twitter:image: https://cdn.jwplayer.com/v2/media/PYSexrsX/poster.jpg?width=720 --- # BMW: The Driver's Experience > Sponsored content. 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They are at time.com/newsletters and are separate from a paid subscription. ## Video: BMW: The Driver's Experience [Watch (HLS stream): BMW: The Driver's Experience](https://cdn.jwplayer.com/manifests/PYSexrsX.m3u8) (5:14)  _Published 2015-06-16. In this video, TIME takes a look at BMW's racing history and how its participation in motorsports influences the cars even the most cautious customers drive._ --- Jul 27, 2023 6:26 PM UTC --- ## More From This Series [All Videos](https://time.com/video/) [High Octane: BMW 750i xDrive](/video/Gfmqp8Yi/) ### High Octane: BMW 750i xDrive [BMW: A Company on the Edge](/video/IuolG6le/) ### BMW: A Company on the Edge [Skidding Kids Learn Safe Driving at BMW's School for Teens](/video/AfBAoDpy/) ### Skidding Kids Learn Safe Driving at BMW's School for Teens --- ## Transcript [ MUSIC ] Out in front of GTLM are the two BMWs from BMW team RLL. There is a very strong connection between BMW and motorsport. But right now Edwards has the lead. [ NOISE ] Today, BMW is the top selling luxury car maker in the world by volumes. But 40 years ago it was nearly invisible in the US. BMW was virtually not known in the United States. We had to put BMW on the map. We thought best idea to do that was to go racing. So BMW set out to make a memorable first impression by entering one of the biggest American American car races. For its debut in 1975, it headed to Sebring Florida, and the 12 hours international raceway competition. Sebring was a wild time. Before the race, team manager Ted Breyer, I wish you to take care and win Race, that's what happened. BMW retail sales tripled in that time period. And so that was the justification for BMW coming into racing in America. Racing was a marketing exercise. But there was also a sort development component. To get that technology and move down the value [ MUSIC ] Into their cars. BMW develops a space shuttle. And from that they easily built their race cars. This is a space shuttle. In the past, you had to pick. Do I want a car that's a great performer like a sports car? Or do I want a car that's practical and makes sense? And now, you have something like the M3 behind me that's all of that. [ MUSIC ] BMW A Company on the Edge The Roots Design Technology Manufacturing Driving Experience The Driver's Experience Episode 6 BMW has always tried to cultivate a relationship With the people who love BMW. In 1999, the company brought racing one step closer to customer's and fans. For $ 700, car buyers can take a hold of the wheel for a spin on the track to get a real sense of what BMW is Cars can do. Opening a center like the one in Spartanburg, is an attempt, I think, to trade on that level of enthusiasm. [ MUSIC ] The performance center is a 12 and a half million dollar driving school School. The first of its kind in North America. [ NOISE ] [ MUSIC ] When a customer picks up their car. What we'll do is we'll go over the car with them. We're the delivery specialist. And then we'll take a car out on the track. And we'll show them how it works. We show them how hill descent control works. We show them how ex drive works. We have an off road course here. We go through a water crossing For instance, or we take them on a hill and we show the stability of the vehicle. No foot on the break, as is, just press that Start Stop button and let's get some auxiliary power. They showed us how the vehicle responded on the courses, what to expect in the vehicle. Most of our instructors here are race car drivers. They know how to control a car the best. It was envisioned as delivery center, but it's evolved into a multiple schools of programs where we get to show off and make you a safer driver. Last year BMW opened a west coast location in Thermal, California and Porsche opened a similar facility this year in Atlanta. We have awakened the inner driver Within a whole lot of people. [ MUSIC ] Today, auto makers from Ford to Ferrari can count on motor sports to help spread the word of their work. It give engineers and designers bragging rights over their competitors. Drivers, start your engines. These cars are attractive for people who have a real passion for the automobile. This is there audience so we have to perform [ UNKNOWN ] to the standards of what BMW means in people's minds. In sunny Monterey California the Laguna Seca starting [ UNKNOWN ] line sets up a challenge. Porsche Ferrari BMW Corvette compete for the title. It's a sport that really asks a lot out of a person. That's why there's a lot of people that watch it. And a few people that actually do it. It's a very challenging circuit, a lot of elevation change. One of the most famous corners in the world, it's called the corkscrew. Here it's all about momentum Good at corners, a very good handling car, can outperform cars that might be more powerful. John Edwards makes it two in a row for BMW. They dreamed it, they built it, they engineered it, they proved it in racing. Right after it got proven in racing it gets integrated in your street car. A water run for the BMW team. A one two finish. [ MUSIC ] ```json {"@context":"https://schema.org","@type":"VideoObject","name":"BMW: The Driver's Experience","description":"In this video, TIME takes a look at BMW's racing history and how its participation in motorsports influences the cars even the most cautious customers drive.","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/PYSexrsX/poster.jpg?width=720","uploadDate":"2015-06-16T22:00:20.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/PYSexrsX.m3u8","embedUrl":"https://time.com/video/PYSexrsX/","duration":"PT5M14S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/video/PYSexrsX/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}} ```