For the headquarters of BMW we created a new automotive website for BMW Austria that is also to be used as a master copy for all BMW country websites. The first copies have already been completed (e.g., BMW Netherlands, BMW Germany), with more countries to gradually follow. The website was redeveloped from the ground up -- the technical infrastructure and CRM interfaces included. The creative work was based on the strategic cornerstones ‘boost joy’, ‘drive sales’, and ‘be relevant’. The result is an intelligent website consequently targeted to users’ needs. We employed a user-centred design, personalisation, an innovative car configurator, an individual ‘My BMW’ section and, last but not least, a novel and large-scale showcasing of brand and product topics.