Chris Bowen is on the ground in Frankfurt for the IAA Cars 2017, or simply the Frankfurt Motor Show. BMW will unveil a huge number of production models and concept cars on an enormous stage next week. But it’s the logo change that’s generating some interest already.

Some of what we can expect to see is the upcoming BMW 8 Series and BMW X7 as well as the BMW i8, BMW i8 Roadster and BMW 7 Series. These elite, luxury cars will score the new black and white logo.

The famous roundel first appeared 100 years ago with the company name “Bayerische Motoren Werke” spelt out. We will get a chance to see the new badge at the show next week.

The logo and its long history is tied to the first altitude-world-record-breaking aero engine right through to BMW’s first steps into an electrified world with the launch of the i brand back in the late 2000’s.

BMW describes the logo as – “Showcasing the company’s passion, confidence and gift for bringing the future into the present day. And it is also apparent in the lifestyle of a target group well accustomed to trying new things, taking the lead and choosing a free and independent path in life.

“For these people, life is all about making the best possible use of the time available to them,” says Hildegard Wortmann, Senior Vice President Brand BMW. “Their motto is ‘to own the moment’ – i.e. to max out every snap-shot of time with meaningful and beautiful things.”

BMW is hosting Chris Bowen in Frankfurt.