When Art Replaces Sponsors: Not Just BMW

While BMW has made art and competition part of its strategy, the idea of having a race car decorated by an artist has also appealed to others—manufacturers and private teams alike. The following examples confirm two things: artist-designed cars draw attention and curiosity but reduce brand recognizability and identity.

Here we focus on originality: in 2013, the Aston Martin Vantage GTE V8 Gulf Art Car, interpreted by English artist Jonathan Wesley, was inspired by the transition from day to night and back during the 24 Hours of Le Mans. The car finished third in its class, gracefully navigating the cycle of day and night.

Jonathan Wesley, Aston Martin GTE, 2013.

In 2015, Aston Martin returned to Le Mans with less luck. The Vantage GTE by German abstract artist Tobias Rehberger didn’t finish the race. However, the No. 97 car sponsored by Gulf featured a bright palette of geometric forms designed to reflect the blur of endurance racing.

Tobias Rehberger, Aston Martin Vantage GTE, 2015.

In 2023, Aston Martin entered the Vantage AMR GT4 in GT Cup Europe as “Street Art Racing”, decorated by Phil Akashi. The design exudes classic elements of a continuously evolving art form, showcasing Akashi’s mastery and the magic of the number 007.

Phil Akashi, Aston Martin Vantage AMR GT4, 2023.

In 1995, renowned French artist César decorated the McLaren F1 GTR for the 24 Hours of Le Mans. His refined work reflected his eclecticism, and it’s no surprise that Hervé Poulain—architect of BMW’s Art Cars—was among its drivers. Interestingly, the McLaren F1 featured a BMW engine.

César, McLaren F1 GTR, 1995.

In 2017, French artist Ramzi Adek designed the pop-art livery for Larbre Competition’s Chevrolet Corvette C7.R at Le Mans. The No. 50 car’s design included a combative woman on one side, a strong man on the other, and a hood dedicated to the team’s efforts.

Ramzi Adek, Chevrolet Corvette C7.R, 2017.

Andy Blackmore brought a feminine touch to the Lamborghini Huracan GT3 of GEAR Racing in the 2020 Daytona 24 Hours. GEAR, or Girls Empowerment Around Racing, fielded an all-female driver lineup with a pop-art design on the No. 19 car by Blackmore.

Andy Blackmore, Lamborghini Huracan GT3, 2020.

Finally, the Porsche 911 GT2 by comic artist Georges Wolinski reflects his signature humor and daring creativity. Tragically, Wolinski was among the victims of the 2015 Charlie Hebdo attack. The 911 GT2 was the last car driven by Hervé Poulain in 1998.

Georges Wolinski, Porsche 911 GT2, 1998.