This month, German automaker BMW released a documentary on DVD to celebrate the brand’s motorsport team’s 50-year anniversary.

The documentary, “Adrenalin – The BMW Touring Car Story,” was created by two filmmakers from Denmark who traveled through Europe for a year conducting interviews with BMW Motorsport drivers and management to compile this film. The movie was created to honor and celebrate the anniversary of the team and will likely engage and educate fans and consumers about the accomplishments of BMW in car racing.


BMW Motorsport created a Facebook page in April 2014 that is dedicated to “Adrenalin – The BMW Touring Car Story.” The page has been releasing images and videos as teasers for the film, building anticipation for the Dec. 1 release.

The 123-minute film was created by Tim and Nick Hahne, two filmmakers who have previously create “24 hours – One Team. One Target,” a feature-length documentary that highlighted BMW Motorsport’s preparations for an endurance race at Nürburgring in Germany.

“Adrenalin – The BMW Touring Car Story” starts in the 1960s, with the origins of the motorsport team. The story continues through the five decades telling stories of successful times, such as with the BMW M3.

Individual stories are told through BMW Motorsport figures, such as three-time world touring car champion, Andy Priaulx and current BMW Motorsport DTM drivers.

In a branded statement, BMW Motorsport Director Jens Marquardt said, “This is the ultimate documentation on the history of BMW in touring car racing. The film had me captivated right from the first minute. The clips show emphatically what a magnificent history BMW has enjoyed on the touring car scene.”

The documentary includes consumer and fan interactions from the past year. On the documentary’s Facebook page, consumers and fans were asked to submit questions for the interviews that make up the film.

Followers were kept up-to-date through this Facebook page with images and short videos highlighting the individuals who were interviewed for the film.


Creating a documentary allows luxury brands to educate their consumers about the brand’s history.

For instance, Rolls-Royce Motor Cars looked to polish its brand image in the public imagination through a documentary conducted by Britain’s Channel 4 that will air March 20.

The documentary covered a six-month span and delved into the inner operations of the brand. Since Rolls-Royce excelled in 2013 with record sales and added jobs, the automaker was likely come off in a positive manner.

Similarly, French couture house Christian Dior allowed consumers to see the inner workings of its atelier with a documentary that premiered during New York’s Tribeca Film Festival.

“Dior and I,” which covers the beginning of creative director Raf Simons’ tenure at the house, was screened as the opening film for the documentary competition on April 17. Opening the doors to its atelier allowed the brand to showcase both its past and its present, which will appeal to brand loyalists.

The Film DVD can be purchased on the Official Site.