BMW's new ad campaign

[IslandDawgZ4]

Here what is being said. http://www.businessweek.com/autos/c...5_260847.htm?chan=autos_autos+index+page_news

No more "Ultimate Driving Machine"!

 

[bmw046series]

No they aren't getting rid of it, this is kind of a marketing ploy than a marketing campaign, they are trying to get people who wouldn't ever consider a BMW before (because they piss away their money on cheap Japanese cars that think they are "luxury cars"). More for people that aren't really familar with BMW, I think it is cleaver because BMW really is the largest Luxury automaker (or largest automaker with one core brand or only market Luxury Cars) that is controlled by a small group of people rather than a VW that only worries about profit from the bottomline, than performance, quality, and bulding more of an Ultimate Driving Machine?

 

[JPHuston]

No more "Ultimate Driving Machine"!

I am often amused when I read forum topics and the replies they generate, as it amazing how one story can be so widely interpreted.

My own take on the story goes a bit like this....

BMW are a very successful and profitable Marque, they have spent a lot of time and money in developing their brand image through Motorsport at every level and by hard earned reputation. They will protect that reputation at all costs.

I am a realist, I understand the changing economic markets have forced many Marques to diversify (just take a look at Mercedes)

I put it to you that BMW will always manufacture real 'Drivers' autos, but there is a finite market for these cars and if BMW is to survive as an independent they must meet the growing demand for non traditional BMW's. The price of this independence is maybe a more diluted model range but not IMHO, a less diluted dynamic range.

I take heart in the fact that BMW came to the 4x4 SUV market as a novice with it's X5 and scored a direct hit.

So roll on V5 and V3 and welcome to the fold.... V5M anyone