BMW, MINI Make Surprise Appearance at SEMA
BMW is waking up to the potential that displaying vehicles at the SEMA Show holds.
Along with Mercedes-Benz, BMW and MINI made an appearance this year for the first time. The German automaker focused on its BMW Performance Parts catalog, outfitting various models with products that any BMW owner can obtain straight from a participating dealership. That includes styling accessories such as carbon fiber bits, performance stripes and red brake calipers.
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Meanwhile, MINI took a different approach to its booth, enlisting the help of Playboy’s Miss October 2012, Pamela Horton. Like BMW, the British brand was showing off its diverse options for customization straight from dealerships with sporty wheels, graphics and plenty of British pride on display.
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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