The BMW Rahal Letterman Racing Team began the 2010 American Le Mans season with a new livery on both BMW M3 racing cars, helping to tell BMW's worldwide Story of Joy. The 2010 BMW M3 GT debuted at the traditional pre-season ALMS Winter Test in Sebring, Florida. The new livery features words and phrases emblematic of the spirit of the campaign, which was launched in North America on February 12th during coverage of the Opening Ceremony of the XXI Winter Olympic Games.