Translogic learns how BMW kept the London Olympics rolling

BMW was one of the biggest corporate supporters of the 2012 London Olympics, earning the right to be its official car sponsor. But it wasn't just ponying up a few dozen 7 Series for the IOC that got it this plum gig. BMW made a commitment to meet specific CO2 emissions targets for the vehicles it provided.

BMW supplied about 4,000 vehicles to the London Olympics organizers, everything from motorcycles to electric Minis to hybrid 5-Series sedans to diesel X5 SUV's. Our sister site Translogic went to the Olympics to get a taste of the breadth and depth of the BMW Olympic fleet.

Scroll down to watch the full episode, wherein Translogic goes for a ride in a diesel X1, then rides an i Pedelec electric bicycle.

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The cars of London 2012's closing ceremony

By Ollie Kew

Car Culture

13 August 2012 11:00

At last! After a fortnight of human-powered sporting excellence, London 2012’s final bow brought something for the petrolheads to salivate over, aside from the beach volleyball. In a typically self-deprecating nod to British gridlock, the Olympic stadium’s athletics track was turned into a homage to that other endless loop synonymous with endurance, sweat and tears: the M25 orbital motorway.

As you can’t have failed to notice, BMW pulled a rather large coup when it came to providing motive power to the 2012 Olympic Games. A yellow 3-series loitered in the background at every stage of the torch relay, and a fleet of Bavarian saloons wafted Olympic officials and athletes around the capital’s Games Lanes. Even the retriever for the throwing events was a BMW Mini miniature.

However, Sunday’s closing ceremony opened the stage to multi-cultural motors, rather than just The Ultimate Marketing Machine. Swathed in newspaper like a giant Blue Peter papier-mâché traffic jam, we spotted an Alfa Romeo MiTo, Austin-Healey Frogeye Sprite, a VW Camper and an uncharacteristically reliable MG amongst many others, plus the expected Mini cameos.

Victoria Beckham swapped her bespoke Range Rover Evoque for something a little different: joining her bandmates on LTI London black cabs, variety being the Spice of life and all that. Sorry.

Readers of a certain vintage might not be completely familiar with the back catalogues of Taio Cruz, Tinie Tempah and Jessie J, but the latest generation of Rolls-Royce Dropheads they performed in are unmistakable. Each Phantom bore a bespoke London 2012 badge in place of the familiar ‘double-R’ motif, the first time a Rolls-Royce has worn a newly-designed logo in the company’s 108-year history.

Say what you like about the choice of artistes, or the wisdom behind Jessie J singing 'it’s not about the money, money, money' while perched on the teak decking of a £293,000 convertible, but it’s surely a better demonstration of national car-building prowess than could have been mustered by our hosts four years ago…

Then the cars were gone, replaced with a mini-Brazilian carnival and the usual fireworks extravaganza. Perhaps it’s a shame there was no Aston Martin DB5 appearance, a more substantial nod to The Italian Job, or something bang up-to-date like an Ariel Atom or BAC Mono to showcase yet more of the best of British.

Still, we might then have been denied the lingering memory of Boris performing a flawless execution of 'Dad At Wedding Disco', which didn’t so much Inspire A Generation as unite it in cringing.

>> What motoring themes would you have liked to have seen in the Olympics ceremonies? Give us your ideas in the comments below…

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