The new BMW Business Edition: And then your company car became your let's-get-away-for-the-week-end car
01.06.2026
The company car world is often a functional matter of numbers and lists. In collaboration with BMW Belux, The Marcom Engine, led by Serviceplan Group, breaks with this trend through a new digital campaign for the BMW i5 Sedan Business Edition and BMW i5 Touring Business Edition. The starting point: anyone who truly enjoys driving their car, also in their free time and work life, will at some point no longer see it as a company car, but as ‘their’ car.
The switch to driving pleasure
The concept revolves around those specific moments when the professional context disappears, turning your company car into “your car.” The car with which you enjoy, discover, and experience; with which you have a personal connection. When you leave work behind to escape for a while, your company car becomes an “out-of-office car” or a “let’s-get-away-for-the-week-end car.” It is the shift from pure transport to genuine driving pleasure. To further reinforce that shift toward leisure time, BMW is temporarily offering 20% discount on the entire range of BMW Accessories until August 31.
More than just an electric checkmark
With the BMW Business Edition versions, BMW brings emotion back into a world that is often purely business-oriented. These editions offer a smart selection of the most popular options and technological innovations, bundled into a fiscally attractive package specifically designed for professionals.
For fleet managers and entrepreneurs, this means a solution that meets all rational requirements without overlooking the driver and driving pleasure. We’re not just ticking the electric box, we focus on the essence: JOY (Freude).
Digital focus
The copy campaign runs entirely through digital channels, from social media to native ads, with the BMW i5 Sedan Business Edition and BMW i5 Touring Business Edition in the spotlight, as the perfect balance betweenfunctionality and driving pleasure.
With this, BMW proves that an electric company car can simply be a car you look forward to getting into.
