Having made its China debut at the Shanghai Motor Show in April, the car is unlikely to hit the roads for the next ten to fifteen years. Members of the public can, however, reserve a test drive of the Hydrogen 7 on Hong Kong’s Kai Tak Airport runway via a designated hotline.
The car is being showcased as part of the company’s ‘Drive for the Future’ tour, a series of experiential events demonstrating the potential of hydrogen-drive technology. Rather than using a straightforward print ad campaign, BMW is aiming to reassure opinion leaders and the public that hydrogen technology is safe and does not compromise performance by encouraging them to experience it first-hand.
‘It is important to make it clear that this is future technology,’ says Beatrix Frisch of BMW New Energy Strategy. ‘We must be very selective regarding our use of media.’ The company’s long-term goal is to lay the foundations for a change in global infrastructure to make way for hydrogen as a sustainable fuel alternative. The event runs until the end of October.
