BMW Gets Important ROI With Holcomb's Bronze Bobsled Medal

To further assert its motto "Driving Performance", BMW North America used a team of engineers to design the new two-man bobsleds for the U.S. men's and women's Olympic teams. These speedy ice torpedoes, made from the same carbon fiber as the i3 and i8, make for an ambitious branding exercise, associating the excellence in speed and dynamics in Sochi with the company's fleet of vehicle options. The historic bronze medal win by Steve Holcomb ended a 62-year medal drought for the American two-man bobsled and vindicated BMW's investment.