BMW Targets New Drivers
05-05-06, 02:08 PM
#1
Speaks French in Russian
Thread Starter
BMW Targets New Drivers
BMW Targets New Drivers
A new ad campaign from the carmaker de-emphasizes the brand's performance to attract a wider, affluent audience
http://businessweek.com/autos/conten...505_260847.htm
A new ad campaign from the carmaker de-emphasizes the brand's performance to attract a wider, affluent audience
It's hard to believe, but after all these years there are still a great many consumers, specifically luxury-car buyers, who associate BMW with the yuppie phenomenon of the 1980s. That's what BMW Vice-President of Marketing Jack Pitney was distressed to find when he took over the brand last year after a successful run managing MINI USA. BMW's research shows that despite record sales in the U.S. last year, a shocking 75% of luxury buyers aren't even considering a Bimmer.
The problem, say BMW brass, is that for too long it has perhaps overemphasized the brand as the paragon of performance driving. BMW, indelibly etched in performance-car enthusiasts' psyches as "The Ultimate Driving Machine" in ads for 33 years, is showing a different plume of feathers in a new ad campaign, the first from its new U.S. ad agency GSD&M of Austin, Tex. Rather than horsepower and curve-hugging handling, it's ballyhooing its design prowess and financial independence.
In one ad, for example, it asserts that BMW's designers and engineers answer only to BMW, while cheekily reminding readers that Volvo and Jaguar are owned by Ford (F), that Audi is but a unit of Volkswagen (the People's Car), and that its nemesis, Mercedes-Benz, is all merged up with -- gasp! -- Chrysler.
COOL BUT INHUMAN? In another ad, it brazenly spotlights the rear end of its 7 Series flagship sedan, the very design element that was lampooned by journalists in 2001 when the car debuted. But since then, Toyota (TM) and even Mercedes have copied the so-called bustle-like "Bangle Butt," named for BMW chief designer Chris Bangle. The headline: "Not taking risks is risky." With pitches like these, the Bavarian carmaker hopes to curry favor with the "creative class" in America that, the theory goes, values independent thinking and design and the kind of risk taking that watered-down, conglomerated companies can't afford.
Pitney says the brand's problem, if it has one, isn't showing up in sales yet, but that the challenge is obvious. "We're entering new product segments all the time, and we can't afford to not be on the shopping lists of this many people," he says. About the new direction of the campaign, Pitney says the company isn't initiating a makeover. But there are dimensions of BMW's brand story that clearly need to be communicated better, he says. "People think we have a cool persona as a brand, but say we lack humanity," says Pitney. Call the campaign preventive maintenance, then, because BMW's 266,000 in sales last year was an all-time record.
The targeting of the creative class is an idea inspired by Richard Florida, a Carnegie-Mellon University professor who has written three books on this "class" of people, who include scientists, engineers, architects, educators, writers, artists, and entertainers. Their economic function is to create new ideas, new technology, and new creative content. Members of this group, which is about 38 million strong, share common characteristics, such as being driven in work and family by creativity, individuality, diversity, and merit.
THE NEED TO BE LIKED. "More than anything, they live by the power of ideas, and admire companies and people who champion creativity and ideas," says GSD&M president Roy Spence. Ironically, according to a ranking of U.S. cities by Florida, who consulted on the new BMW campaign, Austin is the No. 1 market for the creative class.
The tone in some of the ads reminds me of the dynamic played out in the hit British TV series The Office, in which the office manager is depicted comically as a man obsessed with being loved and not rocking the corporate boat. Corporations, say image and marketing consultants, are driven more these days than in past years by the desire to be liked by customers as well as employees.
"There's an influential class of consumers, maybe it's the creative class, who make buying decisions based in part on how they feel toward a company and what it stands for," says Dennis Keene, an independent consultant who advises companies on marketing strategy. BMW, says Keene, has come a long way since the 1980s, "and has good stories to tell that could legitimately change some perceptions."
IDEAS ON A PEDESTAL. Unusual for BMW, several print and TV ads show and discuss BMW's Leipzig, Germany, plant, which was designed by world-renowned architect Zaha Hadid. The factory is a design statement that includes a workspace for white-collar employees, whose desks sit below an almost silent assembly line carrying BMW bodies to another assembly line for completion. "A parent company would never let us build this," reads the ad.
Some TV spots depict stereotypical corporate-cog executives who squelch creativity and initiative. "Beware of the compromisers. They say things like, 'Choose your battles,' or 'Is this idea really worth falling on your sword for?' " Later, the recurring message throughout the campaign comes in, "At BMW, ideas are everything."
In another TV spot, a wrecking ball slams into Frank Lloyd Wright's "Falling Water" house, and a Jackson Pollock painting sits in the dumpster, contrasting BMW to companies that don't value maverick artists and designers.
It's easy to take a strategy like this and execute it badly. I point you to the current stilted Ford Motor ad campaign that dryly and without any wit trumpets Ford as a company driven by innovation. Running a bunch of TV and print ads telling people that you're innovative just doesn't sound very, well, innovative.
GREEN MACHINE. What I like about this BMW campaign is that the messaging is, in fact, creative and well designed. BMW has long been a company of innovators and creative designers. But it's a side of the business that has never been touted in its communication in any meaningful way. The Internet media buy for the new effort includes automotive-enthusiast and news Web sites BMW has frequented before, but the new BMW ads are also hitting sites like www.theonion.com, www.Gawker.com, www.joshspear.com, www.gothamist.com, www.weblogs.com, and www.flavorpill.net -- sites where the company feels it can reach the creative-class cognoscenti.
I also like a couple of ads that speak to BMW's environmental practices, which in today's business culture is closely aligned with innovation and creativity. The headline in one ad reads, "According to our engineers, tailpipe water can be quite delicious." This ad points to the 745h, a version of BMW's flagship 7-Series sedan that runs on liquid hydrogen and puts out zero emissions, just water from the tailpipe. The car, the ad, says, is ready to be produced right now. "We're just waiting on the world to catch up," in terms of having stations that supply liquid hydrogen. Another ad spotlights the fact that more than 50% of the energy used at its South Carolina plant is derived from methane piped from a landfill nine miles away.
This campaign will run through the summer, and will preface launches of the BMW 3-Series coupe and the redesign of the X5 SUV. The carmaker is entering new segments, too. In another two years or so, the 1 Series now on sale in Europe is expected to be in the U.S., and the company has acknowledged it's working on a vehicle that's neither SUV nor minivan but encompasses attributes of both with very flexible storage and seating options. As the company stretches what the BMW brand stands for, it's right to try and bring more of its natural target audience under the tent.
GETTING OUT THE VOTE. GSD&M is one of the better ad agencies in the country. It has done work for Land Rover, but is better known for ads created for Southwest Airlines (LUV), Wal-Mart (WMT), Krispy Kreme (KKD), and the AARP. Agency founder and President Spence has also advised Bill Clinton, and now Hillary Clinton, on political marketing strategy.
In the end, consumers decide which brands they bring into their lives, especially big-ticket items like luxury cars, in similar fashion to the way they vote. Perhaps we should call this campaign "The Kinder, Gentler BMW."
The problem, say BMW brass, is that for too long it has perhaps overemphasized the brand as the paragon of performance driving. BMW, indelibly etched in performance-car enthusiasts' psyches as "The Ultimate Driving Machine" in ads for 33 years, is showing a different plume of feathers in a new ad campaign, the first from its new U.S. ad agency GSD&M of Austin, Tex. Rather than horsepower and curve-hugging handling, it's ballyhooing its design prowess and financial independence.
In one ad, for example, it asserts that BMW's designers and engineers answer only to BMW, while cheekily reminding readers that Volvo and Jaguar are owned by Ford (F), that Audi is but a unit of Volkswagen (the People's Car), and that its nemesis, Mercedes-Benz, is all merged up with -- gasp! -- Chrysler.
COOL BUT INHUMAN? In another ad, it brazenly spotlights the rear end of its 7 Series flagship sedan, the very design element that was lampooned by journalists in 2001 when the car debuted. But since then, Toyota (TM) and even Mercedes have copied the so-called bustle-like "Bangle Butt," named for BMW chief designer Chris Bangle. The headline: "Not taking risks is risky." With pitches like these, the Bavarian carmaker hopes to curry favor with the "creative class" in America that, the theory goes, values independent thinking and design and the kind of risk taking that watered-down, conglomerated companies can't afford.
Pitney says the brand's problem, if it has one, isn't showing up in sales yet, but that the challenge is obvious. "We're entering new product segments all the time, and we can't afford to not be on the shopping lists of this many people," he says. About the new direction of the campaign, Pitney says the company isn't initiating a makeover. But there are dimensions of BMW's brand story that clearly need to be communicated better, he says. "People think we have a cool persona as a brand, but say we lack humanity," says Pitney. Call the campaign preventive maintenance, then, because BMW's 266,000 in sales last year was an all-time record.
The targeting of the creative class is an idea inspired by Richard Florida, a Carnegie-Mellon University professor who has written three books on this "class" of people, who include scientists, engineers, architects, educators, writers, artists, and entertainers. Their economic function is to create new ideas, new technology, and new creative content. Members of this group, which is about 38 million strong, share common characteristics, such as being driven in work and family by creativity, individuality, diversity, and merit.
THE NEED TO BE LIKED. "More than anything, they live by the power of ideas, and admire companies and people who champion creativity and ideas," says GSD&M president Roy Spence. Ironically, according to a ranking of U.S. cities by Florida, who consulted on the new BMW campaign, Austin is the No. 1 market for the creative class.
The tone in some of the ads reminds me of the dynamic played out in the hit British TV series The Office, in which the office manager is depicted comically as a man obsessed with being loved and not rocking the corporate boat. Corporations, say image and marketing consultants, are driven more these days than in past years by the desire to be liked by customers as well as employees.
"There's an influential class of consumers, maybe it's the creative class, who make buying decisions based in part on how they feel toward a company and what it stands for," says Dennis Keene, an independent consultant who advises companies on marketing strategy. BMW, says Keene, has come a long way since the 1980s, "and has good stories to tell that could legitimately change some perceptions."
IDEAS ON A PEDESTAL. Unusual for BMW, several print and TV ads show and discuss BMW's Leipzig, Germany, plant, which was designed by world-renowned architect Zaha Hadid. The factory is a design statement that includes a workspace for white-collar employees, whose desks sit below an almost silent assembly line carrying BMW bodies to another assembly line for completion. "A parent company would never let us build this," reads the ad.
Some TV spots depict stereotypical corporate-cog executives who squelch creativity and initiative. "Beware of the compromisers. They say things like, 'Choose your battles,' or 'Is this idea really worth falling on your sword for?' " Later, the recurring message throughout the campaign comes in, "At BMW, ideas are everything."
In another TV spot, a wrecking ball slams into Frank Lloyd Wright's "Falling Water" house, and a Jackson Pollock painting sits in the dumpster, contrasting BMW to companies that don't value maverick artists and designers.
It's easy to take a strategy like this and execute it badly. I point you to the current stilted Ford Motor ad campaign that dryly and without any wit trumpets Ford as a company driven by innovation. Running a bunch of TV and print ads telling people that you're innovative just doesn't sound very, well, innovative.
GREEN MACHINE. What I like about this BMW campaign is that the messaging is, in fact, creative and well designed. BMW has long been a company of innovators and creative designers. But it's a side of the business that has never been touted in its communication in any meaningful way. The Internet media buy for the new effort includes automotive-enthusiast and news Web sites BMW has frequented before, but the new BMW ads are also hitting sites like www.theonion.com, www.Gawker.com, www.joshspear.com, www.gothamist.com, www.weblogs.com, and www.flavorpill.net -- sites where the company feels it can reach the creative-class cognoscenti.
I also like a couple of ads that speak to BMW's environmental practices, which in today's business culture is closely aligned with innovation and creativity. The headline in one ad reads, "According to our engineers, tailpipe water can be quite delicious." This ad points to the 745h, a version of BMW's flagship 7-Series sedan that runs on liquid hydrogen and puts out zero emissions, just water from the tailpipe. The car, the ad, says, is ready to be produced right now. "We're just waiting on the world to catch up," in terms of having stations that supply liquid hydrogen. Another ad spotlights the fact that more than 50% of the energy used at its South Carolina plant is derived from methane piped from a landfill nine miles away.
This campaign will run through the summer, and will preface launches of the BMW 3-Series coupe and the redesign of the X5 SUV. The carmaker is entering new segments, too. In another two years or so, the 1 Series now on sale in Europe is expected to be in the U.S., and the company has acknowledged it's working on a vehicle that's neither SUV nor minivan but encompasses attributes of both with very flexible storage and seating options. As the company stretches what the BMW brand stands for, it's right to try and bring more of its natural target audience under the tent.
GETTING OUT THE VOTE. GSD&M is one of the better ad agencies in the country. It has done work for Land Rover, but is better known for ads created for Southwest Airlines (LUV), Wal-Mart (WMT), Krispy Kreme (KKD), and the AARP. Agency founder and President Spence has also advised Bill Clinton, and now Hillary Clinton, on political marketing strategy.
In the end, consumers decide which brands they bring into their lives, especially big-ticket items like luxury cars, in similar fashion to the way they vote. Perhaps we should call this campaign "The Kinder, Gentler BMW."
05-05-06, 08:49 PM
#3
Lexus Test Driver
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BMW's manipulative advertising is not much different than Toyota's manipulative advertising which is not much different from Honda's manipulative advertising. They all do it, it's mostly a bunch of bull****, but it's just how "advertising" works. You cast your line with some bait and hope to "hook" some conscious or maybe sub-conscious part of people's brains which sucks them in.
My favorite is Honda's continuing "Power of Dreams" ads as if everything they make is some engineering masterpiece, a marvel of perfection, and the greatest thing since sliced bread. There is one Honda commercial where it shows all of their products evolving from the early days of motorcycles to their cars and then their jet engines also. "power of dreams" - yeah, but all of their cars put me to sleep because they're impossibly dull and bland. That's pretty funny. But if their manipulative advertising just happened to "hook" you then you're sucked in and you'll think it's "teh greatest" and defend it to the bitter end. Toyota is no different. BMW is no different.
Oh, another favorite. Mercedes TV commercial with all the cars racing against each other through time, saying that the greatest race is the race with themselves (as if BMW kicking their butt in sales and magazine comparos doesn't matter, lol). And then at the end it has the guy in the SLR checking his rearview mirror waiting for something that beats him.
Lexus and the "relentless pursuit of perfection". Uh... okay. "perfect" in terms of mechanical quality and reliability maybe, but there's plenty lacking in other areas. Seen in somebody's sig on a BMW forum: "BMW: the reason Lexus is still in the pursuit of perfection"
Anyways, I hate all advertising.
My favorite is Honda's continuing "Power of Dreams" ads as if everything they make is some engineering masterpiece, a marvel of perfection, and the greatest thing since sliced bread. There is one Honda commercial where it shows all of their products evolving from the early days of motorcycles to their cars and then their jet engines also. "power of dreams" - yeah, but all of their cars put me to sleep because they're impossibly dull and bland. That's pretty funny. But if their manipulative advertising just happened to "hook" you then you're sucked in and you'll think it's "teh greatest" and defend it to the bitter end. Toyota is no different. BMW is no different.
Oh, another favorite. Mercedes TV commercial with all the cars racing against each other through time, saying that the greatest race is the race with themselves (as if BMW kicking their butt in sales and magazine comparos doesn't matter, lol). And then at the end it has the guy in the SLR checking his rearview mirror waiting for something that beats him.
Lexus and the "relentless pursuit of perfection". Uh... okay. "perfect" in terms of mechanical quality and reliability maybe, but there's plenty lacking in other areas. Seen in somebody's sig on a BMW forum: "BMW: the reason Lexus is still in the pursuit of perfection"
Anyways, I hate all advertising.
05-08-06, 06:50 AM
#4
Speaks French in Russian
Thread Starter
BMW Unveils New Advertising Campaign
'Company of Ideas' Emphasizes BMW's Independence and Innovation
'Company of Ideas' Emphasizes BMW's Independence and Innovation
WOODCLIFF LAKE, N.J., May 8 /PRNewswire/ -- With a bold campaign
featuring unexpected elements such as all-text ads and clever copy that
bashes corporate convention and compromise, BMW's new campaign in the U.S.
challenges conventions in automotive advertising as it launches its first
creative collaboration with its new advertising partner, Austin-based
GSD&M. The campaign, called "Company of Ideas," underscores the automakers
peerless independence and freedom to pursue innovative ideas. "Company of
Ideas" will kick off May 8 and will appear nationally in newspapers,
magazines, primetime television finales, national cable, outdoor billboards
and the web.
The dynamic campaign is aimed at the consumers who share many of BMW's
principles: an independent spirit, a drive to challenge conventional wisdom
and an appreciation for a brand's ability to offer both substance and
style. With references to everything from BMW's award-winning Leipzig,
Germany plant designed by famed architect Zaha Hadid to the BMW plant in
South Carolina, the ad spotlights the fact that more than 50% of the energy
used is derivied from methane piped from a land fill more than nine miles
away. The "Company of Ideas" shines a spotlight on a side of the premium
automaker rarely seen.
The goal of this campaign is to build demand for BMW by reaching
consumers who have not historically considered purchasing a BMW while
making existing BMW loyalists proud of BMW's success story. The campaign
demonstrates that the people of BMW are what make the company a Company of
Ideas.
"We are eager to unveil this smart and original campaign that
communicates BMW's culture of creativity so thoroughly," said Jack Pitney,
Vice President, Marketing, BMW of North America. "BMW has carved out a
unique niche in the industry by placing a premium on constant innovation
and inspiration and this campaign will reveal the company behind The
Ultimate Driving Machine."
"BMW's performance is legendary, but how they get there is an important
part of the story as well," said GSD&M president Roy Spence. "They get
there through passion and inspiration -- they aren't hindered by
idea-killing bureaucracy."
The print ads are unprecedented and differ vastly from most automotive
advertising campaigns with the majority of these ads being all text pieces
featuring simple but bold copy without any photo of the BMW vehicle. The
ads catch the eye with their strong and stunning message. Each of the
pieces highlights BMW's autonomy and commitment to protect great ideas and
conclude with variations on the phrase, "to make sure great ideas live on
to become Ultimate Driving Machines." The ads include:
NO: A simple bold print ad with the word, "No" in large type
confidently asserting that BMW has the ability to say "no" to compromise
while saying "yes" to innovative ideas. This "all text" ad explains that
BMW will do a thousand little things that separate it from all other car
companies. By maintaining its independence and ability to say no, BMW can
make sure great ideas live on to become Ultimate Driving Machines.
MATCH: Another print ad that features only text, challenges readers to
pair luxury car brands with their respective parent companies. The
accompanying text explains that not many car companies can say they are
beholden to no one. As an independent company, BMW has the freedom to build
cars the way it wants to build them. The company can take risks that their
competitors may not be able to justify to their parent companies.
AIRBAGS: This print ad features a BMW vehicle and reiterates that ideas
are valued at BMW. The ad features a BMW vehicle and tagline, "Ideas don't
have airbags to protect them." The accompanying text explains that ideas
are highly vulnerable creatures and must be nurtured and protected.
RISKY: A print ad prominently featuring a BMW 7 Series vehicle with the
tag line "Not taking risks is risky" sends a strong message that only
companies as open to taking risks as BMW can deliver on the promise of the
Ultimate Driving Machine. For example, the redesign of the 7 Series in 2002
sparked debate when it was first unveiled. The text of this ad stresses the
luxury of autonomy but points out that with freedom comes an obligation to
never rest on one's laurels and to trust one's instincts while entering
unchartered territory and striving to set benchmarks as BMW did with the
redesign of the 7 Series. This ad reminds the audience of BMW's
leading-edge vehicle design.
Along with this unconventional print campaign, BMW and GSD&M have also
decided upon a well thought out and untraditional media buy. The ads will
be placed in lifestyle publications specific to art, design, luxury,
environment, travel and sports and includes a presence in magazines such as
Architectural Digest, Dwell, GQ, Vogue, Vanity Fair, The Economist, Fortune
and Forbes and newspapers such as The New York Times, USA Today and The
Wall Street Journal.
Four TV ads will air on network and cable programming, including the
season finales of most of the top network shows.
The television ads will highlight the same theme as "No" print ad by
portraying the kinds of personalities that create barriers to inspired
thought with levity and humor. Each of these ads will conclude with a shot
of the state-of-the-art BMW plant in Leipzig designed by Zaha Hadid. Hadid
won the coveted Pritzker Prize in 2004 for the creation of the "Central
Building," which is the nerve center of the entire factory. The building is
emblematic of BMW's philosophy of inspiration and innovation and serves as
a symbol of the importance placed on creative ideas.
featuring unexpected elements such as all-text ads and clever copy that
bashes corporate convention and compromise, BMW's new campaign in the U.S.
challenges conventions in automotive advertising as it launches its first
creative collaboration with its new advertising partner, Austin-based
GSD&M. The campaign, called "Company of Ideas," underscores the automakers
peerless independence and freedom to pursue innovative ideas. "Company of
Ideas" will kick off May 8 and will appear nationally in newspapers,
magazines, primetime television finales, national cable, outdoor billboards
and the web.
The dynamic campaign is aimed at the consumers who share many of BMW's
principles: an independent spirit, a drive to challenge conventional wisdom
and an appreciation for a brand's ability to offer both substance and
style. With references to everything from BMW's award-winning Leipzig,
Germany plant designed by famed architect Zaha Hadid to the BMW plant in
South Carolina, the ad spotlights the fact that more than 50% of the energy
used is derivied from methane piped from a land fill more than nine miles
away. The "Company of Ideas" shines a spotlight on a side of the premium
automaker rarely seen.
The goal of this campaign is to build demand for BMW by reaching
consumers who have not historically considered purchasing a BMW while
making existing BMW loyalists proud of BMW's success story. The campaign
demonstrates that the people of BMW are what make the company a Company of
Ideas.
"We are eager to unveil this smart and original campaign that
communicates BMW's culture of creativity so thoroughly," said Jack Pitney,
Vice President, Marketing, BMW of North America. "BMW has carved out a
unique niche in the industry by placing a premium on constant innovation
and inspiration and this campaign will reveal the company behind The
Ultimate Driving Machine."
"BMW's performance is legendary, but how they get there is an important
part of the story as well," said GSD&M president Roy Spence. "They get
there through passion and inspiration -- they aren't hindered by
idea-killing bureaucracy."
The print ads are unprecedented and differ vastly from most automotive
advertising campaigns with the majority of these ads being all text pieces
featuring simple but bold copy without any photo of the BMW vehicle. The
ads catch the eye with their strong and stunning message. Each of the
pieces highlights BMW's autonomy and commitment to protect great ideas and
conclude with variations on the phrase, "to make sure great ideas live on
to become Ultimate Driving Machines." The ads include:
NO: A simple bold print ad with the word, "No" in large type
confidently asserting that BMW has the ability to say "no" to compromise
while saying "yes" to innovative ideas. This "all text" ad explains that
BMW will do a thousand little things that separate it from all other car
companies. By maintaining its independence and ability to say no, BMW can
make sure great ideas live on to become Ultimate Driving Machines.
MATCH: Another print ad that features only text, challenges readers to
pair luxury car brands with their respective parent companies. The
accompanying text explains that not many car companies can say they are
beholden to no one. As an independent company, BMW has the freedom to build
cars the way it wants to build them. The company can take risks that their
competitors may not be able to justify to their parent companies.
AIRBAGS: This print ad features a BMW vehicle and reiterates that ideas
are valued at BMW. The ad features a BMW vehicle and tagline, "Ideas don't
have airbags to protect them." The accompanying text explains that ideas
are highly vulnerable creatures and must be nurtured and protected.
RISKY: A print ad prominently featuring a BMW 7 Series vehicle with the
tag line "Not taking risks is risky" sends a strong message that only
companies as open to taking risks as BMW can deliver on the promise of the
Ultimate Driving Machine. For example, the redesign of the 7 Series in 2002
sparked debate when it was first unveiled. The text of this ad stresses the
luxury of autonomy but points out that with freedom comes an obligation to
never rest on one's laurels and to trust one's instincts while entering
unchartered territory and striving to set benchmarks as BMW did with the
redesign of the 7 Series. This ad reminds the audience of BMW's
leading-edge vehicle design.
Along with this unconventional print campaign, BMW and GSD&M have also
decided upon a well thought out and untraditional media buy. The ads will
be placed in lifestyle publications specific to art, design, luxury,
environment, travel and sports and includes a presence in magazines such as
Architectural Digest, Dwell, GQ, Vogue, Vanity Fair, The Economist, Fortune
and Forbes and newspapers such as The New York Times, USA Today and The
Wall Street Journal.
Four TV ads will air on network and cable programming, including the
season finales of most of the top network shows.
The television ads will highlight the same theme as "No" print ad by
portraying the kinds of personalities that create barriers to inspired
thought with levity and humor. Each of these ads will conclude with a shot
of the state-of-the-art BMW plant in Leipzig designed by Zaha Hadid. Hadid
won the coveted Pritzker Prize in 2004 for the creation of the "Central
Building," which is the nerve center of the entire factory. The building is
emblematic of BMW's philosophy of inspiration and innovation and serves as
a symbol of the importance placed on creative ideas.
05-08-06, 12:46 PM
#5
I am one of those 75% of luxury consumers that would not consider a BMW currently. Although I might enjoy occasionally driving one, and have taken some Beemers out for a test drive, I feel they emphasize SPORT over luxury in the extreme.
Honestly, they can market their 'independence' all they can (wonder what that says for other BMW properties such as MINI), and innovation, but until they can design a decent cupholder, or remove the ridiculous i-Drive, I won't be buying their vehicles anytime soon.
Frankly, the tradeoff for performance is too much.
Honestly, they can market their 'independence' all they can (wonder what that says for other BMW properties such as MINI), and innovation, but until they can design a decent cupholder, or remove the ridiculous i-Drive, I won't be buying their vehicles anytime soon.
Frankly, the tradeoff for performance is too much.
05-08-06, 09:04 PM
#6
Guest
Posts: n/a
Originally Posted by magneto112
BMW Unveils New Advertising Campaign
'Company of Ideas' Emphasizes BMW's Independence and Innovation
'Company of Ideas' Emphasizes BMW's Independence and Innovation
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