BMW Marks Dual Anniversaries with Major Artistic and E-Mobility Announcements
The BMW Group is poised for a significant presence at Frieze Seoul 2025, weaving together major celebrations of its artistic heritage and recent milestones in electric mobility. The brand will commemorate 30 years of BMW in South Korea and the 50th anniversary of the iconic BMW Art Car collection through a landmark collaboration with a pioneering Korean artist. This cultural celebration runs parallel to the company’s announcement of a major global sales achievement, reinforcing its strategic push towards an electrified future.
A Confluence of Art and Automotive Excellence in Seoul
BMW has been declared a partner for the upcoming Frieze Seoul 2025, which is scheduled to take place from the 3rd to the 6th of September. The prestigious art fair will see the gathering of 120 galleries from 30 different countries at the COEX centre in the city’s Gangnam district.
At the heart of BMW’s presence is a multifaceted collaboration with the renowned Korean artist Lee Kun-Yong. This special partnership honours two key milestones: the 30th anniversary of BMW South Korea and the golden jubilee of the BMW Art Car Collection. Further enhancing the programme, the third edition of Frieze Music Seoul, presented in collaboration with BMW, will take place on the 5th of September, featuring a live performance by celebrated Korean R&B singer, Crush. In its customary role, BMW will also provide a dedicated shuttle service for the fair’s VIP guests.
A Master’s Touch: The Lee Kun-Yong Collaboration
Lee Kun-Yong, born in 1942, is widely regarded as one of the most influential figures in Korea’s avant-garde art movement. His artistic philosophy uniquely centres on the process of creation, where the figurative is expressed through the performative use of his own body. His iconic “Bodyscape” series, for instance, involves repetitive, precise gestures that map the body’s movement in space onto a canvas, creating abstract worlds from the artist’s physical traces.
For this unique collaboration, Lee Kun-Yong will design a special wrap for the all-electric BMW i7, which will be prominently displayed at Frieze Seoul. Drawing inspiration from his “Bodyscape” works, he transforms the vehicle into a mobile canvas that not only moves through space but also embodies it. His design engages with the precision and technology of the BMW i7, highlighting the dialogue between the driver and the automobile, and thereby revealing parallels with his own artistic practice. “I firmly believe that art can be the bridge between different objects, different people, and even different perspectives,” said Mr. Lee Kun-Yong. “Through this new collaboration, I hope to create new encounters and connections through art and am excited to see how this link between art and technology will unfold.”
A highlight of the event will be one of Lee Kun-Yong’s iconic live performances at 1 PM on the 4th of September, during which a new painting will be created. Inspired by his work on the BMW i7, the performance will translate his thoughts on mobility, time, and space into physical expression.
Celebrating 50 Years of the BMW Art Car Legacy
The year 2025 marks the 50th anniversary of the BMW Art Cars, a milestone the company is celebrating with a global exhibition programme, the BMW Art Car World Tour. Since 1975, this collection has provided a platform for artists to explore the intersection of art, design, technology, and motorsport. The collection, which now comprises 20 vehicles, is a cornerstone of BMW’s global cultural engagement. As a historical reference in the BMW Lounge, miniature versions of 18 classic BMW Art Cars from the collection will also be exhibited.
BMW Group Achieves Major Electrification Milestone
In parallel with its cultural festivities, the BMW Group has announced a new record in its e-mobility journey, having sold its three-millionth electrified vehicle. This landmark was achieved with the delivery of a BMW 3 Series Plug-in Hybrid from the Munich plant. The milestone was propelled by a strong increase in sales of both fully electric and plug-in hybrid models during the first half of 2025.
“With the delivery of the three-millionth electrified vehicle, the BMW Group is reaching another important milestone, which underscores that electrified vehicles are an elementary component of our technology-neutral product portfolio,” stated Jochen Goller, Member of the Board of Management of BMW AG responsible for Customer, Brands and Sales. “Furthermore, in the first half of 2025, more than every fourth vehicle sold by the BMW Group was already electrified.”
Strong Electrification Growth Driven by Key Markets
Europe remains the largest market for the BMW Group’s electrified vehicles, accounting for over 60% of global deliveries. Here, the share of electrified vehicles in total sales already exceeds 40%. Earlier in July, the company had also reported the sale of its 1.5-millionth fully electric vehicle, a MINI Countryman produced in Leipzig.
The company’s strategy is consistently geared towards an electric, digital, and circular mobility future, with customers currently able to choose from more than 15 all-electric models and over ten plug-in hybrids across all group brands.
Deepening Roots and Commitment in South Korea
This collaboration with Lee Kun-Yong is the third major artistic initiative by BMW at Frieze Seoul, testifying to the deep-rooted commitment of BMW Korea to innovation and future-oriented experiences. Since its establishment in 1995, the company has built a significant presence in South Korea, which is now the BMW Group’s fifth-largest market globally. In 2023 and 2024, BMW achieved the number one position among imported automotive brands in the country. BMW Korea is set to celebrate its thirtieth anniversary in 2025 with numerous events under the theme “Joy of Driving. Innovation for Tomorrow.”
