In May 2011, this car won the "Coppa d'Oro" (Gold Cup) at the Concorso d'Eleganza Villa d'Este in Cernobbio, Italy. This award was for "Best in Show by Public Referendum." In the United States, this would have been called the "People's Choice" award. ... At Villa d'Este, the most sought-after honor is the "Trofeo BMW Group" (BMW Group Trophy), for "Best in Show by the Jury." BMW Group is the primary sponsor of the Concorso d'Eleganza Villa d'Este.