The 2010 Livery has been unveiled on the BMW M3's that will be used in the 2010 American Le Mans Series by the BMW Rahal Letterman Racing team's BMW M3 GT. The new for 2010 car made its debut at the traditional American Le Mans Series test at Sebring, Florida.

The new for 2010 Story of Joy livery was unveiled on the 12th February, during the Opening Ceremony for the Vancouver Winter Olympics, and the livery features words and phrases which emblematic the spirit of the campaign.

The Story of Joy has created a brand new creative aesthetic, which has been characterised by strong, colourful images which portray people and their experiences with BMW and their products, which normally then punctuate various three word headlines, starting off with 'Joy Is'.

“These days, there isn’t much chance for a winter break but our crew certainly earned what little vacation time they got,” said Martin Birkmann, BMW of North America Motorsport Manager. “Now, since the turn of the new year we’ve been getting ready to start what we expect will be a great second season. Car construction is complete, testing has begun, and everyone is excited. We look forward to giving BMW fans a good show at the Winter Test and of course the legendary 12-Hour event next month. For 2010, we have created the Joy livery as a special tribute to our most enthusiastic fans, as they have helped us define the joy of driving and racing in the US for 35 years.”

Meanwhile, Bobby Rahal had this to say about the start of their 2010 campaign: “In the spirit of the new BMW philosophy, all of us at the team share tremendous joy in getting the 2010 season underway, While we certainly had a successful inaugural season in 2009, everyone connected with the program has kept pushing throughout the winter months to make the BMW M3 the best car it can possibly be, and striving to meet the standards of excellence that are associated with BMW and Rahal Letterman Racing.

The 2010 campaign will see the celebrated inaugural-season pilots back in the cars, with the #92 M3 being driven by Bill Auberlen and Tommy Milner, while the #90 car will be driven by Joey Hand and former WTCC driver Dirk Muller. The Sebring two day test will also see BMW Motorsport driver Dirk Werner present and able to assist.

The 2010 season sees a couple of major milestones reached for the company – BMW of North America will celebrate 35 years since its incorporation in March 1975, and BMW's first major sports car victory came in the Sebring 12 hours, also in March 75, and the opening race of the 2010 Campaign is the Sebring 12 hours, on the 20th March.

Photo Credit: James Boone