BMW – known officially in Germany as the Bayerische Motoren Werke - will replace Volkswagon as an official lead sponsor of the Berlinale in 2010.

BMW new cars like the 5-series Gran Turismo will drive stars and visitors around the city from Feb. 11 to Feb. 21. next year.

Volkswagen, the largest auto producer in Europe,  have sponsored the past seven Berlinale festivals, did not say why it had dropped out for 2010.

BMW will have options to sponsor the festival to 2013. It hopes that this sponsorship will boost its affiliation and association with the film industry and thereby increase BMW’s brand’s exposure among movie audiences.

Other main sponsors of the annual festival are the cosmetics maker “L’Oreal”  and  southern German television station ZDF.