In January, longtime BMW CCA member Rob Mitchell was recognized as a BMW Friend Of The Marque, joining a dozen fellow CCA members who have been honored by BMW Classic and BMW Clubs International with this prestigious award.
To surprise Mitchell, BMW CCA president Bruce Hazard was on hand at a monthly BMW Riders of Chattanooga motorcycle-club meeting for the presentation. Also on hand were members of the BMW CCA’s Choo Choo Bimmers Chapter, and employees and management from Pandora’s European Motorsports, the local BMW motorcycle dealership.
“There are many who, through their particular commitment and exceptional hard work, have quietly promoted the BMW marque, investing time and effort in the interest of their beloved brand,” said Hazard. “However, a few have done still more—individuals who regard BMW products not just as a means to an end, but as a compelling passion. BMW Classic and BMW Clubs International honor the outstanding achievements and exceptional dedication of these individuals with their Friend Of The Marque award.”
Mitchell has been a BMW CCA member for more than 40 years. He began his love affair with BMW with the purchase of a 1600, and then began working for Foreign Motors West in Natick, Massachusetts. After a few years at the dealership, he went to work for BMW of North America, which established a corporate presence in North America by buying out importer Max Hoffman in 1975.
During his thirty years with the company, Mitchell served in many capacities—car and motorcycle—most prominently as product-communications manager for the company, responsible for all media communications involving BMW cars, motorcycles, motorsports, and technology.
However, as Hazard pointed out, this history alone would not qualify anyone for Friend Of The Marque status. “What does differentiate Rob from other BMW employees and enthusiasts,” says Hazard, “is his encyclopedic knowledge of the BMW brand, both cars and motorcycles. But this is no key to the Friends inner circle, either; what truly makes Rob a Friend is his willingness to share his vast knowledge of the BMW marque and all its history and technical detail with his fellow BMW owners, members of the press, and members of the car club.” In addition, Mitchell is widely regarded as the key element in the cordial relations enjoyed by the BMW CCA and BMW of North America.
Nor is Mitchell particularly idle in his retirement. He is currently president of the BMW Riders of Chattanooga, and he continues to ride frequently. His excursions include annual bike tours that take him to exotic locations around the world.
