A partnership between the auto brand and fine-dining restaurant aims to instigate conversation and curiosity.

BMW has announced a partnership with Chef Thomas Keller – a BMW driver and owner of the French Laundry and Per Se restaurants – as part of a broader effort to create word-of-mouth conversation for each brand – ultimately further strengthening their image, reach and appeal via a unique, elevated experience. To that end, BMW will provide an ActiveHybrid 7 sedan – a $100K model – for select customers as part of French Laundry’s concierge service. In addition, the brands will continue to explore other possibilities, including holding cooking events that would appeal to fans of BMW and Keller’s work.

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