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Status: Delegated
Registry Provider: KSRegistry
Date Implemented: 21 June 2014
Type: Brand TLD
Priority #: 382 - Bayerische Motoren Werke Aktiengesellschaft

More information: NTLDStatsLogo.png

.bmw is a delegated Brand TLD in ICANN's New gTLD Program. Bayerische Motoren Werke Aktiengesellschaft manages the TLD and is its Registry. The proposed application succeeded and was delegated to the Root Zone on 21 June, 2014.[1] .[2]

Application Details

The following is excerpted from the applicant's response to question #18:

"The Applicant, Bayerische Motoren Werke AG (“BMW”) a publicly-held stock corporation located in Germany and is one of the most successful manufacturers of automobiles and motorcycles in the world. The BMW Group (referring to BMW’s corporate umbrella name and BMW’s network of subsidiaries worldwide) designs and produces premium vehicles under its 3 flagship brands, BMW, MINI and Rolls-Royce, each of which is a leader in its respective segment of the automotive industry.

As a global company, the BMW Group operates 25 production and assembly facilities in 14 countries and has a global sales network consisting of subsidiaries, authorized importers and authorized dealers in more than 140 countries. In 2011, the BMW Group sold about 1.67 million cars and more than 113,000 motorcycles worldwide. The profit before tax for the financial year 2011 for the BMW Group was EUR 7.4 billion on revenues amounting to EUR 68.8 billion. At 31 December 2011, the BMW Group had a workforce of approximately 100,000 employees.

he “.BMW” top-level domain will enable the company to communicate with all of its dealers, partners, affiliates, customers, investors and the general public, and to display information about the BMW brand, in a secure and unified manner. The “.BMW” top-level domain will further provide a single location where customers may research product information or learn about new models and features, and where authorized dealers or affiliates may advertise in a BMW-endorsed, authenticated space.

The “.BMW” space will provide the company and its agents with a single, multi-functional and well-maintained forum through which to communicate to their clients and prospective consumers, thus providing BMW with a new medium for communication and customer orientation. Additionally, Internet users will have the comfort and peace of mind that comes with knowing they are interacting with the company in a safe online space, and that the information they are viewing is authentic and up-to-date.

The “.BMW” Registry Service Provider will manage the Internet space under the direct control of BMW. This will allow the distribution and exchange of information between BMW, their subsidiaries, official importers, dealers, customers, and other relevant parties by means of, but not limited to, websites, social networks, email and other technologies that will reside within the “.BMW” domain name space.

BMW envisages the TLD to follow a single-registrant model, wherein all registrations within the space are held by the BMW company itself. Appropriate corporate divisions, subsidiaries, authorized importers and dealers, and other authorized or affiliated entities may apply to the trademark department of the Applicant company to request authorization to license the use of such registrations. BMW shall review such requests and, in its sole discretion, may grant such licenses on a case-by-case basis. In all cases, BMW shall monitor the use of all “.BMW” domain names to ensure that the content of the associated websites remains current and appropriate to the “.BMW” space.

Additional TLD web page hierarchy will be developed through the creative use of second-level domains and URL-shortening. For example, “USED.BMW” might offer a starting page for authorized resellers, or such domains may be creatively used in connection with international marketing campaigns, e.g. “2ORIGINALS.BMW” (rather than 2ORIGINALS.COM)."[3]

Contract Signed

On 09 January 2014 Bayerische Motoren Werke Aktiengesellschaft received a Registry Agreement signed by ICANN for .bmw after passing all the required processes needed to become a Registry Operator for the string.[4]