In Hervé Poulain’s world, the harmony between art and speed is a guiding force. Born in France in 1940, Poulain’s life was marked by passion from the very beginning. As an ardent art lover and influential auctioneer, his keen eye for beauty shaped his career.
His life took a thrilling turn when he merged his love for art with his passion for racing. Swapping his briefcase for a racing helmet, he competed in prestigious events, most notably the 24 Hours of Le Mans (➜ Read also: 24 hours of thrills). His involvement in racing was more than a hobby; it was a serious pursuit.
By combining his two passions – contemporary art and speed – Poulain invented the concept of Art Cars together with BMW (➜ Read also: The history of the BMW Art Cars). During his Le Mans participations, he entrusted the design of the BMW racing cars to renowned artists such as Alexander Calder, Frank Stella, Roy Lichtenstein or Andy Warhol. This visionary idea turned the racetrack into a moving art gallery, where speed and beauty merged in spectacular fashion.
As the 2024 24 Hours of Le Mans approached, we had the distinct privilege of delving into the remarkable life of Hervé Poulain during an interview. To this day, Poulain’s journey is marked by a profound philosophy and a relentless drive to blend beauty with action, a path illuminated by his own words and experiences.
Poulain reflects on his motivations, drawing inspiration from the wisdom of Maupertuis, an 18th-century philosopher. He refers to the idea that life is fleeting, bookended by birth and death, and it is wise to make the most of the time in between. Poulain believes our reason for being is not so much about extending a legacy beyond our lives, but about filling the interval well. For Poulain, this philosophy is a driving force. The arts satisfy his craving for beauty, while the thrill of the automobile competition brings him the grandeur of action. His personal motto is: ‘Death will not take me alive.’ At 83, he is aware of life's finiteness and yet faces it with humour.
One of Poulain’s most celebrated contributions is the initiation of the BMW Art Car project, which seamlessly fused his passions for speed and contemporary art. His participation in the 24 Hours of Le Mans stands as a testament to his belief that art can transcend the confines of museums and touch the hearts of many. According to Poulain, ‘The myth of this race was built around the cosmic cycle of the sun, as a metaphor for human life filled with joy and drama.’ The public’s fascination with the race’s dizzying speeds and the drivers’ chivalrous courage, despite the rudimentary safety measures in the early years of Le Mans, adds a layer of drama and reverence to the event.
Poulain’s initiative to marry this passion with the artistic genius of Alexander Calder, who created a colourful and playful work for the first BMW Art Car in 1975, was pivotal. ‘The success and future of the Art Car concept were secured thanks to the choice of Calder,’ Poulain explains. This choice was not just a publicity stunt, but a genuine attempt to compete and win, which resonated with the spectators, making them ardent supporters of the BMW 3.0 CSL by Calder (➜ Read also: Classic racing cars: BMW legends).
Poulain’s collaboration with BMW in the early 1970s came at a time when the brand was still fresh in motorsport. He acknowledges the importance of BMW’s agility and optimism for new ideas. ‘The open-mindedness of Jochen Neerpasch, my only interlocutor, was a miracle,’ he recounts. Neerpasch – Director of BMW Motorsport at the time – (➜ Read also: BMW M legend Neerpasch: the motorsport mentor) was willing to build a car especially for Poulain at Le Mans, which was a significant turning point.
The 1975 BMW 3.0 CSL by Alexander Calder
On Poulain’s initiative, the American artist Alexander Calder designed a BMW 3.0 CSL, the first vehicle to combine art and motorsport, leading to the birth of the BMW Art Car Collection.
The first artist collaboration with Alexander Calder was sealed over a Bordeaux Château La Conseillante lunch in Saché, France, where Calder agreed to paint the car for Poulain. A magical project right from the start. Calder painted a toy model of the car right before Poulain’s eyes, the colours infusing the vehicle with dynamic force. He insisted that ‘nothing should be changed during the transfer’. At the press conference, when asked about the car’s engine, Poulain cheekily responded, ‘It only runs on colour,’ leading to a moment of stunned silence followed by hearty laughter. Calder’s final words of encouragement at the race’s start – ‘Hervé, win, but gently’ – echoed in Poulain’s mind as he felt the exhilarating fulfilment of a dream shared by millions.
The 1976 BMW 3.0 CSL by Frank Stella
Frank Stella, who is known as the ‘father of minimalism’, opted for a design that was transferred to the bodywork like a blueprint. Almost 50 years later, Stella and his cigars are still very much present in Hervé Poulain’s memory.
The following year brought a stark contrast with Frank Stella’s 1976 BMW 3.0 CSL. Dubbed the ‘anti-Calder’, this car featured black lines on a white background, akin to a veil suggesting more than it reveals. The design highlighted the unseen mechanomorphic beauty crafted by engineers and mechanics. Despite the car’s monstrous 750 HP, it was fragile. Poulain recalls Stella’s omnipresent cigar and the car’s technical peculiarities. His co-driver, Peter Gregg, sagely advised, ‘Be careful Hervé, it’s a car for engineers, not for drivers.’
The 1977 BMW 320i Turbo by Roy Lichtenstein
Roy Lichtenstein studied the 24 Hours of Le Mans extensively for his BMW Art Car and, in his own estimation, put in as much effort as possible. An effort that paid off.
In 1977, Roy Lichtenstein’s BMW 320i Turbo brought an absolute Pop Art masterpiece to the racetrack. The car featured sunrise and sunset motifs on the doors, which depicted the cycle of the sun during the 24 Hours of Le Mans. It also featured Lichtenstein’s signature dots, which gave it a feline look. Its unveiling at the Centre Pompidou was a special moment, mirrored 47 years later when Julie Mehretu signed her BMW M Hybrid V8 there (➜ Read also: The BMW Art Car by Julie Mehretu). Despite its modest two-litre engine, the car’s agility in the rain compensated, earning a ninth overall position and a class victory. Poulain fondly remembers the camaraderie with his co-driver, Marcel Mignot, describing him as ‘a rock’.
The 1979 BMW M1 by Andy Warhol
‘I have tried to give a vivid depiction of speed. If a car is really fast, all contours and colours will become blurred.’ – Andy Warhol
The climax of this artistic journey was the 1979 BMW M1 by Andy Warhol. After rejecting two initial projects with the request for ‘some Marilyns’, Warhol came to Munich and performed an expressionist action painting in the genre of ‘bad painting’ directly on the car in just 28 minutes. During his first relay at Le Mans, Poulain spun but managed to control the car without stalling, exclaiming, ‘olé!’ The BMW M1 achieved a remarkable sixth place in the overall standings and second place in its category.
These stories from Hervé Poulain offer a fascinating glimpse into the unique intersection of art and motorsport. His collaborations with Calder, Stella, Lichtenstein and Warhol between 1975 and 1979 not only produced iconic Art Cars, but they also created a legacy that continues to inspire. Each car, each race and each artist brought a new dimension to the idea of what an automobile could be – a moving canvas, a work of art and a testament to the boundless creativity and daring spirit of Hervé Poulain.
Poulain’s continued involvement with the BMW Art Car jury and his presence at the unveiling of Julie Mehretu’s twentieth BMW Art Car in Paris fills him with joy. ‘A pride, half a century later, that this vision remains more alive than ever,’ he remarks. However, he also expresses regret that the names of the drivers who brought these cars to life are often forgotten. Poulain emphasises that the drivers’ experiences and risks are integral to the Art Cars’ legacy, appealing for this recognition to be restored.
Long live art! Long live speed! Long live BMW, my elite partner!
Entrepreneur, auctioneer and former racing driver
For Poulain, art and racing are gifts to the public. He believes that art fills the infinite silence of the gods, while racing allows him to fight against his finitude and enjoy moments of intense joy and fulfilment. ‘Long live art! Long live speed! Long live BMW, my elite partner!’ he exclaims, encapsulating his enduring passion and the profound connection between art and action in his extraordinary life.
Author: Tassilo Hager, Maryse Bataillard; Art: Madita O’Sullivan, Lucas Lemuth, Verena Aichinger; Photos: BMW; Videos: BMW; Collages: Max-o-matic
