Friday’s unveiling of the new-generation 3-series was rather unusual.
Rather than a conventional press launch, the assembled hacks were allowed to look in on what was really an in-house ceremony. BMW board members and workers at the central-Munich factory gathered outside a production line exit marked BMW Werk 1.1 Tor 1 – a nicely symbolic hint that this was the 90 year-old facility’s original exit point and probably the exit point of the first-ever BMW vehicles made.
Hyped up by a pair of his-and-hers presenters and a circling videocopter, a series of somewhat intense speeches were delivered to the assembled workers by the factory boss, the works council boss and Norbert Reithofer, BMW’s head honcho.
The general theme was gratitude that the new 3-series was still being built in central Munich, ‘rather than in some exotic location’ and the pride in BMW’s achievements. Reithofer pointed out that he ‘grew up’ inside the Munich facility, making clear that the ultimate boss was a chap who knew what it was like to work on a production line.
The first of the 6th-generation 3-series models off the line was preceded by examples of the five previous generations of 3-series, starting with the 1975 original. Continuing the theme of solidarity with the workers, the six board members teamed up with six line workers, who drove six examples of the new model out of the factory and the few hundred feet across the road into BMW Welt, the huge exhibition centre and museum.