marketing message as “the ultimate driving machine”, which is now 40 years old.
BMW’s marketing strategy can be summarized in the phrase ‘unpretentious exclusivity’.
Paul Hanemann has been responsible for the BMW brand for years, and known as being ‘Mr. BMW’ in
Germany, found a way to fill a psychological gap in the market as opposed to just a product gap.
He expresses the difference he perceived between Mercedes and BMW like this:
“If a businessman has made something of his life in Germany and wants to show
his neighbor that he is someone to be reckoned with, his only choice is a Mercedes. If,
however, he has made something of his life but feels no need to show off, then he buys
BMW regularly undergoes research into their customer’s professions and hobbies. The information is
used everywhere, from the design and development of the cars, through their premium pricing and all
elements of the marketing mix. In the late 1990’s, BMW detected the attitudes and values of luxury-car
buyers were changing, with more emphasis on family and vacation time. These new high-end consumers
included baby boomers, the middle-aged who had started families, and successful professionals.
Research showed these people would want more vehicle choices and more eye-catching designs to suit
their changing lifestyles. Their future was at stake, but BMW made an ambitious gamble: they invested
heavily on expanding its single, narrow product line into a whole spectrum of premium cars. It even
February 2, 2018