BMW Luxury Class Manifesto

Let’s talk about courage,
and why we need it more than ever.

Courage is independent and disruptive.
Courage questions, shatters and awakens.

We need bold, courageous voices.
All of us.
We need fresh thinkers with optimism.
Daring dreamers who don’t accept
“No” for an answer.

We believe in the frontrunners.
The intellectual elite, the avant-garde.
Those who fight stagnation and backwardness.
Well, courage only knows forward.
Driving the pioneers of our culture
to inspire tomorrow.
To create a sublime kind of new
Reaching a superior level of excellence.

This is where
A new kind of luxury is born,
in brave ideas, in the confidence
to speak out loud.

Even if nobody asks for it.