The 2018 auto show circuit kicked off with the North American International Auto Show. From January 13th through to the 28th, the world’s top auto manufacturers gathered at the Cobo Center in Detroit, MI to showcase the new model year cars and trucks, upcoming future production models, and bespoke one-off concept designs that vary from extravagant to just plain weird. It was a venerable ‘Who’s Who’ of journalists, press and media, industry insiders, product reps, brand ambassadors, company spokespeople, and corporate executives before doors were opened to the public on Saturday the 20th. And of course, let’s not forget the all-star cast of the event: the vehicles, themselves.
One of the world’s top premier automotive marques is Germany’s Bayerische Motoren Werke or, for those ausländer die kein Deutsch sprechen, BMW. Whether it’s in terms of innovation, style, luxury, or performance, many automotive journalists and enthusiasts alike consider the BMW brand among the finest automobiles in production today. Even for people who aren’t necessarily into cars or don’t know the slightest thing about them, they tend to associate BMW with poise, refinement, and elegance. It’s a corporate brand identity with over a full century of history and legacy behind it, as well as one of the most imitated.