Interview: Dr Joerg Breuer, Managing Director BMW Middle East

BMW places a lot of focus on sustainability. Why is this so important to the brand?

‘We as a brand feel a responsibility to ensure sustainable development. We are always conscientious, and are working to further improve in this area all the time. We strive to improve performance, to improve sustainability, but to retain the BMW fun-factor!’

What can you tell us about the new ConnectDrive technology showcased at the Dubai Motor Show?

‘ConnectDrive focuses on three key areas: entertainment, interaction and the relationship between the car and the world. We at BMW want the driving experience to be more customer-orientated. We want to allow people to continue interacting with the outside world even when in the car. ConnectDrive is a big umbrella topic for us and is focused on offering  greater communication and information services whilst driving and increasing passenger safety.’

What are the highlights of the Dubai Motor Show 2011 for BMW?

‘Our Middle Eastern customers enjoy and appreciate well-engineered sports cars, so it is very exciting for us to be here presenting our most elegant models. We are especially excited to present our new concept model and the eagerly awaited M5 plus the UAE edition BMW 7 Series to the market here, along with our bespoke M Stripe kits, which are already on the market and available for purchase.’

How do you think the BMW brand has developed since your appointment in May 2011?

‘I am privileged to work with a highly professional team who are always striving for the best results. The BMW group is a world leader in the industry, continually delivering. I am excited to be a part of it and look forward to enjoying the brand’s continued success.’