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our work > BMW Ultimate Driving Experience In 1998, ESI began managing the Ultimate Driving Experience for BMW. Since then, ESI has had a long-standing relationship with BMW while working to showcase the superiority of BMW driving machines to potential customers.
The Ultimate Driving Experience was launched in 1998 by revealing the then all-new 3 series to consumers, the press and dealer sales personnel. In 1999, the program showed off the new X5 with industry-first demonstrations that highlighted the X5’s Hill Descent Control and near 50/50 weight distribution. In later years, the Ultimate Driving Experience was used to launch new versions of the 5 series, 7 series and X3. The entire program is scalable and modular, which means it can reach more markets and consumers while keeping the premium drive experience whole. While staying true to BMW’s core values, ESI has improved and evolved the program every year to meet the goals of BMW North America. The partnership between ESI and BMW has made the Ultimate Driving Experience program the industry standard for consumer drive events.
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