When Art Replaces Sponsors 1: BMW’s Pioneering Project

People of true quality are rarely just talented in one field: being a car enthusiast and driver, an art expert who personally knows great artists of the day, and an auctioneer capable of creating the great Parisian establishment Artcurial is surely a promising mix. Even more promising if these qualities come together to create a positive vision for the future during a time of international crisis. It’s 1975, and the oil crisis has dampened the economy and spirits, when 34-year-old Hervé Poulain suggests to BMW that they have the 3.0 CSL he will race in the 24 Hours of Le Mans decorated by the giant of American Pop Art, Alexander Calder. Though older, Calder was thrilled by the idea and adorned the car with the primary colors he frequently used, turning it into a genuine work of art. The spark had been ignited: BMW recognized the image and prestige potential of this choice, and thus was born the now-celebrated BMW Art Car Collection, presented this week on Roarington as we showcase select BMW Art Cars in racing.