Not only autombolistic experiences, but also cultural ones. BMW organizes exclusive guided tours for the members of its “Excellence Club” to discover Leonardo Da Vinci’s Last Supper in Milan. Thanks to the collaboration with Massimiliano Finazzer Flory, playwright, actor and director, BMW Italia tells “the Italian excellence that make sustainability the fundamental aspect of its business model”, says the house. “A program that comes from the desire to enhance the relationship with the customer, freeing it from a purely commercial approach and giving it an experiential appearance”.
The promotion of cultural activities – together with intercultural dialogue, social inclusion, road safety and sustainability – is one of the pillars of SpecialMente, the integrated corporate social responsibility program of BMW Italia. “The group has always been committed to offering unique experiences to its customers, which go beyond classic conventions” says Massimiliano Di Silvestre, president and CEO of BMW Italia. This is demonstrated by the partnerships with institutions such as the Guggenheim Museum, the Tate Modern, the Center Pompidou, the Scala in Milan, the Bolshoi Theater in Moscow.