For many automotive enthusiasts, the thrill of a car chase and the allure of a sophisticated vehicle go hand in hand. This passion was ignited for a generation of BMW fans by a single movie series: The Transporter. The film franchise, starring Jason Statham as Frank Martin, a highly skilled driver, not only delivered high-octane action but also showcased the elegance and performance of the BMW 7 Series, specifically the E38 model.
The original article on BMWBLOG, “The Transporter made many young BMW fans,” perfectly captures this sentiment. It highlights how the movie, despite its campy nature, served as a powerful advertisement for the BMW brand, particularly the 7 Series. For those who experienced the film in their formative years, the blacked-out E38 735i driven by Statham became an icon of cool and automotive prowess.
E38 BMW side mirror detail, reflecting the car's sleek design and highlighting its appeal in "The Transporter" series
What made the E38 7 Series in “The Transporter” so captivating? Firstly, it was the sheer presence of the car. The E38, in its black-on-black guise with a manual gearbox (a detail that added to its enthusiast appeal, even if fictional for that specific model), exuded sophistication and understated power. It wasn’t just a prop; it was a character in itself. Frank Martin’s meticulous care for his vehicle, showcased through scenes of cleaning and maintenance, further emphasized the car’s value and desirability. This was a stark contrast to typical action movies where cars are often treated as disposable commodities.
The movie effectively conveyed BMW’s “Ultimate Driving Machine” ethos. The car chases were not just about speed; they highlighted the handling, agility, and robustness of the 7 Series. Despite being a luxury sedan, the E38 was portrayed as capable and dynamic, defying expectations and reinforcing BMW’s performance credentials. This portrayal resonated deeply with audiences, especially younger viewers who were drawn to the combination of luxury and capability.
While BMW had other notable film appearances, such as the iconic BMW Films’ “Star” featuring the E39 M5, “The Transporter” arguably had a broader and more lasting impact on popularizing the BMW 7 Series. It wasn’t just a short film for enthusiasts; it was a full-fledged action movie that reached a wider audience, embedding the image of the 7 Series as the ultimate “transporter” vehicle in the cultural consciousness.
In conclusion, “The Transporter” series, and the prominent role of the BMW 7 Series E38, played a significant role in shaping the perception of BMW for a generation. It transformed the 7 Series from just a luxury sedan into a symbol of performance, sophistication, and cinematic cool. The movie franchise inadvertently became one of the most effective marketing campaigns for the BMW brand, solidifying the 7 Series’ place in automotive and pop culture history as the quintessential “Series Transporter”.
