BMW is joy.

2/17/10

Time to kiss “the ultimate driving machine” goodbye. According to the folks at BMW, research has shown that their emphasis on power and performance is out of step with the latest consumer concerns – safety and value.

The new campaign, which began last week, features real car owners, rather than the cars themselves; and focuses on the joy that comes from owning a BMW.
Jack Pitney, Vice President of Marketing for BMW North America, says “We hope to really add some humanity to our brand.” (Kellogg, 2010)

Not a bad idea given what we know about the importance of emotions in buying decisions. What do you think? Will they be successful with this new approach?

Kellogg, A. (2010, February 13) BMW Touts ‘Joy,’ Value in New Ads. wsj.com.
Retrived February 16, 2010, from
http://online.wsj.com/article_email/SB20001424052748704479704575061592413112352-lMyQjAyMTAwMDEwNTExNDUyWj.html