1 car
3,000 metres elevation
Base camp: designed by TULP!

It’s a new concept for BMW: the 2 Series Active Tourer is the brand’s first front-wheel drive. For the international press launch, BMW took journalists to where the drivers of this car will want to be – out in the countryside. The Alpine panorama of Ötztal, Austria, provided the ideal backdrop for a spectacular launch that saw the Active Tourer showcase its capabilities on both highway and cableway.


Arrival: Innsbruck Airport, Austria. Base camp: a showcase BMW pavilion in the form of a marquee. The journalists prepare for their expedition and are given an Active Tourer to drive to Sölden.


Test-drive from Innsbruck over into the valley of Öztal.


Press conference at the new midway station of the Söldener Gaislachkoglbahn cable car: extreme mountaineer Stefan Glowacz and a team of designers from BMW present the Active Tourer, with a moving LED stage set for visuals.


The rockfaces of the stage merge with the surrounding mountain panorama.


After the press conference, the journalists are taken up to the summit. A gala dinner awaits before a mountain panorama bathed in the evening sunlight. The pièce de résistance: the Active Tourer turns into a cable car. Saving the best for last!