The launch of the BMW 740d with 3.9-litre V8 biturbo diesel engine and common rail direct injection was my first project for BMW as a copywriter in mid-1999. At that time there was a “BMW driver circle”: a closed forum for BMW 7 Series drivers and for this I wrote an article about this 245 hp V8 diesel. Not my last praise of a diesel in the following 15 years. Mea culpa.
After that came a lot of vehicle launches, lifecycle updates, relaunches, budget defences – a lot of small and big projects, of which I have summarized excerpts here. In retrospect, none of them was unique, but in each one there was something unique. And if it was the people who worked with me on these digital projects.