'Ultimate vehicle, yes - drink driving, no'

To create a safer traffic environment, BMW joined with the China Road Traffic Safety Association in September, 2009 to launch an anti-drink driving campaign with the slogan "Ultimate vehicle, yes - drink driving, no".

At the opening ceremony of the program's Shanghai leg, children participants and their parents left handprints on a commitment wall as the nationwide anti-drink driving campaign officially began. Other efforts to bring the message to drivers include mirror hangers and rear window stickers.

Internally, BMW workers who own cars were asked to sign a safe driving statement at the website for My BMW Club, the official customer online community, consumers engaged in heated discussions over various anti-drink driving topics.