BMW of Darien Newsletter
February 2011
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Martha Stewart Designs Custom 2011 BMW X3
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Martha Stewart Designs Custom 2011 BMW X3
Television star introduces viewers to the BMW Spartanburg plant, as well as the “Dream It. Build It. Drive It.” campaign.

BMW leads luxury car companies with its “Build Your Own” tool on the website. With this tool, customers can completely customize and then directly order the exact 2011 BMW X3 Sports Activity Vehicle they want. To promote its “Dream It. Build It. Drive It.” program, BMW recently turned to the queen of the do-it-yourself design movement – Martha Stewart.
Martha Stewart, the self-made home decorating and design maven, is one of the most influential voices in American pop culture. She also happens to be a longtime BMW customer and was thrilled to take part in the “Dream It. Build It. Drive It.” program.
Stewart’s participation in the build-your-own X3 initiative began when she and her Martha Stewart Show TV crew visited BMW’s North American headquarters, which is located in Spartanburg, South Carolina. The 7,000-person workforce at the Spartanburg plant assembles not just the compact BMW X3 SAV, but also its larger cousins, the BMW X5 and the BMW X6. Martha took a tour of the facility, including the BMW production center, and also got a chance to sample some of the action that takes place at the test and performance driving track located on the plant’s grounds.
Stewart then sampled the BMW X3 online ordering process, which offers 70 million possible combinations of equipment and features for the SAV. BMW Product Manager Joe Wierda walked Martha through what the website had to offer, making suggestions about colors and features Stewart might find appealing. After designing her “dream X3” – a model that included Bronze Metallic paint, Beige Nevada leather and Fineline Wave Wood interior trim – Stewart then headed to the assembly line to watch her X3 be built. A detailed explanation of the robotic welding and advanced assembly and painting processes was provided to both Martha and her television audience.
The speed and precision of BMW’s custom X3 order and building process became apparent when, after watching her new vehicle roll down the line, Martha was then able to put her newly built X3 through its paces on the BMW test track. Under the tutelage of one of the company’s professional instructors, Stewart was able to explore the limits of her high performance SAV in a safe and controlled setting.
As an added bonus to viewers of the Martha Stewart television program, BMW agreed to give away a custom “Martha Stewart Edition” 2011 BMW X3 to one lucky fan. The contest, which will culminate in the vehicle being awarded early in 2011, adds an extra degree of excitement to an already unique automotive promotional campaign.
Martha Stewart’s tasteful touch not only put together an attractive and stylish 2011 BMW X3 SAV, it also demonstrated to millions of Americans just how easy – and fun – it is to design the perfect BMW car from the comfort of their own homes.
Visit for more information and a link to the video.


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