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2010 Rahal-Letterman Racing ALMS BMW M3 – Click above for high-res image gallery

BMW has a new, global ad campaign out this year called "Story of Joy," and Rahal-Letterman Racing's new ALMS racer is going to help promote it. The racer came out today for pre-season testing, with BMW's North American motorsport manager attesting that the "Joy livery as a special tribute to our most enthusiastic fans."

Bill Auberlen, Tommy Milner, Joey Hand, and Dirk Müller will share two cars during the race season. This is the firm's 35th anniversary of American operations and its first major race win on American soil, the 12 Hours of Sebring. On March 20 we'll find out if they can make it even more special. And if you like the look of the car, then joy times awaits you in the high-res gallery below, with more details in the press release below the fold.


  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Story of Joy livery makes debut on M3 GT at Sebring Winter Test for American Le Mans Series 2010. February 22, 2010.
  • BMW Rahal Letterman Racing Driver Bill Auberlen at the 2010 ALMS Sebring Winter Test. February 22, 2010.
  • BMW Rahal Letterman Racing Driver Tommy Milner at the 2010 ALMS Sebring Winter Test. February 22, 2010.
Show full PR text


BMW Rahal Letterman Racing Team Unveils Livery for 2010 ALMS Season


Woodcliff Lake , N.J. – February 22, 2010... Today, the BMW Rahal Letterman Racing Team began the 2010 American Le Mans season with a new livery on both BMW M3 racing cars, helping to tell BMW's worldwide Story of Joy. The 2010 BMW M3 GT debuted at the traditional pre-season ALMS Winter Test in Sebring, Florida. The new livery features words and phrases emblematic of the spirit of the campaign, which was launched in North America on February 12th during coverage of the Opening Ceremony of the XXI Winter Olympic Games.

"Story of Joy" introduces a new creative aesthetic characterized by strong, colorful images often conveying people and their experiences with the subtlest of references to BMW products punctuated by various three-word headlines leading off with "Joy Is..."

"These days, there isn't much chance for a winter break but our crew certainly earned what little vacation time they got," said Martin Birkmann, BMW of North America Motorsport Manager. "Now, since the turn of the new year we've been getting ready to start what we expect will be a great second season. Car construction is complete, testing has begun, and everyone is excited. We look forward to giving BMW fans a good show at the Winter Test and of course the legendary 12-Hour event next month. For 2010, we have created the Joy livery as a special tribute to our most enthusiastic fans, as they have helped us define the joy of driving and racing in the US for 35 years."

"In the spirit of the new BMW philosophy, all of us at the team share tremendous joy in getting the 2010 season underway," said Bobby Rahal. "While we certainly had a successful inaugural season in 2009, everyone connected with the program has kept pushing throughout the winter months to make the BMW M3 the best car it can possibly be, and striving to meet the standards of excellence that are associated with BMW and Rahal Letterman Racing."

2010 will see the return of BMW's celebrated inaugural-season pilots, with Bill Auberlen and Tommy Milner sharing the No. 92 M3, and Joey Hand with Dirk Müller co-driving the No. 90 M3. For this two-day test at Sebring, BMW Motorsport driver Dirk Werner has been invited to assist.
In its 2010 season, BMW of North America celebrates the 35th anniversary of the company's March 1975 incorporation, as well as its first major sports car racing victory, the 12 Hours of Sebring, also in March of 1975.
In 2010, the season-opening 12 Hours of Sebring will be held on Saturday, March 20th.


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    • 1 Second Ago
  • 9 Comments
      • 4 Years Ago
      Silly BMW, you're not an Escort.

      *dodges tomatoes*
        • 4 Years Ago
        Voted up, just for having the balls to say it.
      • 4 Years Ago
      I saw these two beast running yesterday at Sebring Raceway during the Winter Test. They sound tasty, but my favorite is the Porsche RS Spyder.....delicious!
      • 4 Years Ago
      Joy is right! That's a perfect name for the sponsor of this car. Love the pic where the left front is lifted on the turn. Serious G's! Too bad they don't have Graham Rahal slated for seat though. At this time he's without a sponsor or a ride in the IRL.
        • 4 Years Ago
        @Cypher09 - Just like Nakajima, Petrov, Lopez and many others now with the new teams in F1. The team needs the sponsor to be able to race. I can't believe that McDonald's chose to drop Newman/Haas/Lanigan & Rahal to go to another team. At least Japanese companies stand behind the Japanese drivers they sponsor. Right now Graham Rahal is one of the best American open wheel drivers. It's unconscionable to me that McDonald's, or any other major U.S. corporation, won't step up to the plate and sponsor him.
        • 4 Years Ago
        @AZZO45b - About the NHL - McD's deal, I didn't know the specifics, but sponsorship "in trade" so to speak, is as old as racing and it doesn't surprise me that with Paul Newman's passing that the team would find it more difficult to find sponsors. That said though, any potential sponsor should look at the quality of driver as well as the quality of the team, personnel, etc., especially in the case of Graham Rahal IMO.

        But the other point you make about Penske is very valid. I wasn't aware that Phillip Morris had dropped them. I just took a look at the Penske Racing website and I see what you're talking about. It's going to be strange seeing the Penske cars without the familiar red and white chevron livery after all these years.
        • 4 Years Ago
        Tom: Do you know the real story behind McDonald's "sponsorship" of Newman Haas Lanigan??? It was a glorified TRADE DEAL. There was a reason NHL had slipped way behind Ganassi, Penske, & AGR (now AA).

        McD's wanted use of Newman's Own salad dressing & their "sponsorship" was cash along with a tax deductible donation to PLN's Hole in the Wall Gang vamps for kids. Sadly this is too common in Indycar racing. Luczo Dragon's USAF & Marines "sponsorship" was almost ZERO $$$ coming from those groups... it was sponsors that wanted to pay tribute to the men & women in uniform. Even Penske has issues. Verizon Wireless is on all 3 cars but a title sponsor on Will Power's #12.
        • 4 Years Ago
        It's amazing that a guy like Mutoh can get a seat for 2010 with backing from a major Japanese auto company and yet no US companies will step up and get Graham (who can actually deliver results) a ride.