BMW celebrates the passion and determination of their brand ambassador, an inspiring role-model of determination through life-changing events.
Alex Zanardi is more than just a brand ambassador, he is an icon of relentlessness, courage and will.
Therefore, he’s an icon of change.
A man who found himself so close to death that he deeply captured the true value of life.
He lost his legs but, inside himself, he found the strength to rise and stand again.
The change made him simply stronger.
Alex is the kind of model we need in these though times.
That’s why, as car manufacturer, BMW choose to advertise this kind of model, rather than its “usual” car models.
Because that’s the kind of inspiration we all need for restarting life looking ahead.
Change makes us stronger.