| 5:59 AM EST

Phone Lines Hot for Frozen Gray BMW



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Listen to Larry Koch, M Brand Manager for BMW of North America: “The Frozen Gray M3 is a striking work of sculpture, speed, and style, and perfectly marks the 25th birthday of the M3 model. I’m personally thrilled to see that our customers are as excited about it as we are.”


Arguably, the term “excited” really pales in the context of what happened. BMW had announced to its faithful that there would be 30 of the cars coming to the U.S. And that they would be accepting reservations on the phone starting at a particular time.

So with a zeal that is probably more akin to Justin Bieber or Miley Cyrus fans: “We filled the thirty reservation slots within twelve minutes and took the names of at least fifty alternates in the first hour. The 2011 Frozen Gray M3 Coupe will be one of the most unique BMW vehicles ever imported to the U.S.”

The car itself, incidentally, is fast. With the M Double Clutch Transmission, 0 to 60 mph can be reached in 4.5 seconds—0.2 seconds faster than the car with a six-speed manual.

And clearly, those placing the orders are fast.