After growing its market share gradually during the ’70s, BMW Group South Africa expanded its model line-up in the ’80s and ’90s. BMW became a household name thanks to compelling products – and a multitude of iconic BMW SA adverts .
As South Africa came out of isolation, it was ready to show its automotive production capabilities to the world. This meant building cars like the 3, 5, 7 and even the 8 Series. That didn’t stop BMW SA from producing its very own special editions – after local production of the E34 M5 ended, the firm modified the E34 540i with local specification and a 6-speed manual ‘box (only 72 units were made available).
In the 5th episode of a 6-part video series about the history of BMW in South Africa, Jacob Moshokoa chats with BMW Group SA chief executive officer Peter van Binsbergen about BMW’s edgy advertising and marketing campaigns in the ’90s (in which the Munich-based brand sometimes taunted its rivals) and with Leo Haese, who famously established BMW’s 2nd oldest dealership in South Africa in 1982.
When BMW Group SA began producing the 3rd-gen 3 Series in 1992, it set the Rosslyn Plant on course to commence an enduring export programme once our Republic had transitioned to a democracy.
Keen on buying the BMW book mentioned in the video? Buy it here!
Order a 1/18 scale model of a BMW from SentiMETAL
Order a A2 or A3 print of a 325iS, 333i, or other unique-to-SA BMWs
Other ‘BMW 50 Years’ series episodes:
Mzansi’s love for BMW M cars – BMW Group SA Chronicles (Ep 6)
BMW 333i and 325iS – BMW Group SA Chronicles (Ep 4)
The M1-engined 745i – BMW Group SA Chronicles (Ep 3)
How BMW’s SA race cars were born – BMW Group SA Chronicles (Ep 2)
Celebrating 50 years of BMW in SA – BMW Group SA Chronicles (Ep 1)
