From classic print ads to digital masterpieces: BMW marketing strategy through time
- Published: 10/12/2024
- 56 minutes read
From classic print ads to digital masterpieces: BMW marketing strategy through time
- Published: 10/12/2024
- 56 minutes read
Key Learning Objectives
1. Understand how the BMW marketing strategy embodied its motto, “The Ultimate Driving Machine,” employing “The Joy of Driving” and excitement over the decades, evolving its brand to maintain relevance in a dynamic market.
2. Examine how BMW’s most notable advertising campaigns were crucial in establishing and reinforcing the brand’s identity.
3. Analyze how BMW has differentiated from the competition using strategic marketing and advertising to not only withstand but thrive in a competitive industry.
Abstract
With a series of well-planned marketing strategies that evolved over the decades, BMW became one of the leading global automotive brands. This case study discusses BMW’s advertising and marketing campaigns, covering some of the most memorable early print ads in the 1960s and the innovative digital and multimedia initiatives of 2024. In the early days, BMW used print ads to build the brand image, and now they use a multi-channel approach and technological advancements to provide deeper, emotionally charged storytelling.
Analyzing these campaigns will outline how BMW continuously, through advertising, puts a lot of effort into creating strong emotional relationships with the audience that drive loyalty towards brands and engagement.
From the groundbreaking black-and-white advertisements of the 1960s, which brought BMW’s core brand identity facets into focus, to today’s immersive experience with VR and emotionally resonant narratives, we will investigate exactly how these shifts in media landscapes and consumer expectations influence the continuous evolution of the brand’s advertising strategies.
The case study offers insight into how BMW evolved its advertising approach and stayed relevant and compelling across different eras by showing how effective marketing can create and sustain an enduring emotional bond with buyers.
Introduction
When discussing luxurious cars, BMW stands out as one of the most respected brands. BMW cars are recognized for their superior engineering and innovation, blended into elegant designs. It rises in popularity amongst drivers desiring both high performance and valuing prestige. BMW’s strength lies in its marketing strategies, which underline these two aspects.
What makes BMW’s ads recognizable and different from those of other car manufacturers? It’s how they incorporated their slogan “Sheer Driving Pleasure” using the Star-Chain-Hook copywriting method into every advertisement.
Overview of BMW
Initially established in 1916 as an aviation engine manufacturer, Bayerische Motoren Werke AG, or BMW for short, has grown to become a global brand in the automobile industry¹. Based in Munich and known worldwide by their “Sheer Driving Pleasure”² slogan, their cars are characterized by precision, power, and prestige. However, BMW has an interesting past with less known facts. For example, during the 1950s, BMW almost went bankrupt but avoided this fate due to the popularity of the Isetta microcar – an egg-shaped mini-vehicle that became a post-war hit. Until then, BMW managed to survive on such a low scale before entering into real sports Sedan through the 1500 model made available in 1961. And that was the start of their journey to the top. BMW began experimenting with electric power far before the i Series, building an all-electric 1602 for the 1972 Munich Olympics³. These pioneering inventions alongside marketing strategy established the foundation for BMW’s present-day supremacy in sustainable mobility.
BMW's Early Marketing Strategy in the 1960s
BMW’s early marketing strategy was focused on highlighting performance, precision, and the joy of driving. Because of this particular approach, they ended up creating “The Ultimate Driving Machine,” an iconic phrase that has become their identity. However, “The Ultimate Driving Machine” wasn’t their original slogan. Instead, they used “Freude am Fahren,” which is loosely translated to “The Joy of Driving”. Since they hadn’t standardized the slogan yet, but the export had already begun, other markets needed something appealing to market the vehicles. Therefore, we can say that BMW has two slogans – “The Ultimate Driving Machine” for the US and UK markets and “Sheer Driving Pleasure” for the European and worldwide markets.
The BMW 700: The Savior of BMW
BMW’s marketing journey to the top started in the 1960s when they introduced the BMW 700, also known as the car that saved the company. The model was trendy among people who valued both design and performance. Until 1965, they sold a total of 188,211 units⁴.
The BMW 700’s advertising campaign was the start of one of many brilliant marketing campaigns the brand has had throughout the years. By emphasizing the vehicle’s efficiency, price, and chic design, BMW composed a story that struck cords. A combination of television ads and print media sent a message saying that the 700 is the most wanted compact vehicle. These ads not only advertised a car but also rejuvenated the BMW brand at a decisive point in its life. They underlined BMW’s commitment to quality and performance, making the BMW 700 a prototype of its engineering might and worthiness. Some ads centered around the BMW 700 as a family car. Families were shown in the ad having a nice road trip together—this message aimed to make the car’s attraction broader, not only to sports enthusiasts.
This campaign serves as one of those rare cases where a product becomes an emblem.
It’s the same narrative they used in the commercials as well.
Dynamic shots of the BMW 700’s sleek design and sporty attitude are used as a starting point in its commercial. The car’s compact size, handling, engineering prowess, and quality are strongly emphasized by a German voiceover making it ideal for driving around cities at high speeds. The advert is supposed to provoke excitement and joy, featuring the car speeding in various locations that could appeal to viewers on an emotional level. It represents the BMW 700 as an affordable entrée to the luxury automobile market while adhering to performance and excellence – brand values associated with BMW’s slogan of “Sheer Driving Pleasure” – so that many people can access it. In short, this commercial effectively sells the design of the BMW 700’s performance and emotion alike.
The BMW 700: The Savior of BMW
BMW’s marketing journey to the top started in the 1960s when they introduced the BMW 700, also known as the car that saved the company. The model was trendy among people who valued both design and performance. Until 1965, they sold a total of 188,211 units⁴.
The BMW 700’s advertising campaign was the start of one of many brilliant marketing campaigns the brand has had throughout the years. By emphasizing the vehicle’s efficiency, price, and chic design, BMW composed a story that struck cords. A combination of television ads and print media sent a message saying that the 700 is the most wanted compact vehicle. These ads not only advertised a car but also rejuvenated the BMW brand at a decisive point in its life. They underlined BMW’s commitment to quality and performance, making the BMW 700 a prototype of its engineering might and worthiness. Some ads centered around the BMW 700 as a family car. Families were shown in the ad having a nice road trip together—this message aimed to make the car’s attraction broader, not only to sports enthusiasts.
This campaign serves as one of those rare cases where a product becomes an emblem.
It’s the same narrative they used in the commercials as well.
Dynamic shots of the BMW 700’s sleek design and sporty attitude are used as a starting point in its commercial. The car’s compact size, handling, engineering prowess, and quality are strongly emphasized by a German voiceover making it ideal for driving around cities at high speeds. The advert is supposed to provoke excitement and joy, featuring the car speeding in various locations that could appeal to viewers on an emotional level. It represents the BMW 700 as an affordable entrée to the luxury automobile market while adhering to performance and excellence – brand values associated with BMW’s slogan of “Sheer Driving Pleasure” – so that many people can access it. In short, this commercial effectively sells the design of the BMW 700’s performance and emotion alike.
Their marketing strategy with the 700 was to present this model as a practical, efficient, and affordable everyday car. They included families in their ads, and an emotional tinge developed – belonging to something bigger. With that, the BMW 700 became the target car for both families and speed enthusiasts.
The BMW 2002: Defining a New Era
The BMW 700 saved BMW from bankruptcy while the BMW 2002 was the one who ended up selling the company. The 2002 that came out in 1966 was a trailblazer that put BMW on a course leading to its growth in the coming years. It sold 837,038 units⁵ in total.
It is hard to imagine today, but the ads for the 2002 car were perfect even if they were just one line long: “The Ultimate Driving Machine.” BMW 2002 was promoted as a fast car with the latest technology that customers enjoy driving. For the BMW 2002 marketing campaign, they also used testimonials from satisfied customers.
If we look at their commercial for 2002, we can see their narrative highlights its design, performance, and driving experience.
The BMW 2002 ad was cleverly designed to elicit memories associated with high speed and daring. This was achieved by placing an airplane in the image, which is a metaphor for the pace and technology-driven precision associated with aviation. Hence, using these visuals created an emotional connection to people who love adrenaline rushes. The ad communicates the message that the 2002 is a car meant for people who value and want excitement.
Additionally, the scenes where 2002 avoids rags, represent flexibility and control related to car activity – fun driving experiences. By showing the 2002 in this dynamic setting, the ad appeals to driving enthusiasts who see cars not just as transportation, but as a source of passion and exhilaration.
In 2014 BMW 2-Series ad paid homage to the classic 2002⁶.
The complex BMW 2002 marketing strategy was based on three pillars: product excellence, emotional bonding of enjoyment of riding, and innovative advertising. Pitching the driving experience and claiming to be “The Ultimate Driving Machine” has made BMW one of the headiest companies in the luxury automotive market. All this forms a part of the company’s history, and the legacy of 2002 can still be seen in BMW’s approach today.
The BMW 2002: Defining a New Era
The BMW 700 saved BMW from bankruptcy while the BMW 2002 was the one who ended up selling the company. The 2002 that came out in 1966 was a trailblazer that put BMW on a course leading to its growth in the coming years. It sold 837,038 units⁵ in total.
It is hard to imagine today, but the ads for the 2002 car were perfect even if they were just one line long: “The Ultimate Driving Machine.” BMW 2002 was promoted as a fast car with the latest technology that customers enjoy driving. For the BMW 2002 marketing campaign, they also used testimonials from satisfied customers.
If we look at their commercial for 2002, we can see their narrative highlights its design, performance, and driving experience.
The BMW 2002 ad was cleverly designed to elicit memories associated with high speed and daring. This was achieved by placing an airplane in the image, which is a metaphor for the pace and technology-driven precision associated with aviation. Hence, using these visuals created an emotional connection to people who love adrenaline rushes. The ad communicates the message that the 2002 is a car meant for people who value and want excitement.
Additionally, the scenes where 2002 avoids rags, represent flexibility and control related to car activity – fun driving experiences. By showing the 2002 in this dynamic setting, the ad appeals to driving enthusiasts who see cars not just as transportation, but as a source of passion and exhilaration.
In 2014 BMW 2-Series ad paid homage to the classic 2002⁶.
The complex BMW 2002 marketing strategy was based on three pillars: product excellence, emotional bonding of enjoyment of riding, and innovative advertising. Pitching the driving experience and claiming to be “The Ultimate Driving Machine” has made BMW one of the headiest companies in the luxury automotive market. All this forms a part of the company’s history, and the legacy of 2002 can still be seen in BMW’s approach today.
The BMW 5 Series (E12) – Precision in Motion
In the mid-1970s, BMW launched what would become known as the 5 Series, destined to turn into one of the leading definitions of luxury and performance in the auto world⁷. The BMW engineers were so focused on producing a car with exceptional accuracy, performance, and elegance that this model broke previous records for executive automobiles, all in response to the need to create a vehicle for the selective driver⁸. The total number of units sold is 699,000⁹.
The E12 was promoted as the right car for business people, combining sportiness and elegance in a way that could appeal to the emerging professional market, adjacent to the peak and prestige. BMW marketed the vehicle based on advertisements that focused on the car’s inherent advancement, such as independent suspension and quite a powerful engine, all of which indicated that the 5 Series was at the technological forefront. By telling a story about it, BMW made the 5 Series successful, emotionally connecting it with its future owners. This story not only helped position the 5 Series but also firmly cemented the brand itself with a promise of innovation and luxury brought to bear. While this was a long-term brand-building campaign rather than an impulse purchase, BMW managed to ensure success for the E12 and build a foundation to make the 5 series a global icon within the luxury car market.
BMW utilized a multi-channel marketing approach, including magazines and TV commercials.
The TV commercial targeted at car enthusiasts used performance indicators including speedy mobility and lavishness to sell itself.
BMW promoted the Series 5 as a high-performance luxury sedan with a promise of an exhilarating driving experience. It emotionalized thrills with the 535i’s dynamic features. Shots of the automobile being accelerated and then driven through corners at high speeds evoked excitement from viewers while associating the brand with adrenaline-driving moments. The commercial’s emotional appeal made BMW popular in the premium sedan category through automatic migration towards driving dynamics.
Because the Series 5 (E12) tapped into the dreams of this target market, it was a commercial success. The company realized that it could achieve desired outcomes and surpass customer anticipation through innovative car production and the use of power words. In summary, such a marketing strategy facilitated sales of Series 5 and cemented BMW’s brand identity as an upcoming luxurious vehicle manufacturer in years to come.
The Unstoppable Success of the BMW Series 3
Introduced in 1975, the BMW Series 3 was far from a new model. They packed performance, luxury, and innovation into a continuation of the compact executive car market heritage¹⁰ in one car. Its success lies in basic marketing strategies that have adopted a new visage for almost five decades, facing consumer preferences, technological progress, and competition. A mixture of engineering excellence and the result of well-thought-out marketing strategies rendered the Series 3 one of the best-selling premium cars worldwide, with over 14,000,000 units¹¹ sold.
For 5 decades, the Series 3 was the most selling series based on BMWs annual reports¹².
The marketing strategy changed over time, and we will analyze it for each period with examples of ads and commercials.
Early Campaigns and Ads
The launch of Series 3 in 1975 positioned it as the ultimate driving experience. It became one of BMW’s main brand identity elements, including the tagline “The Ultimate Driving Machine.” The original BMW Series 3 advertisements portrayed its essence as a car with fast driving, ingenuity in engineering, and fine quality. This way, BMW laid down a solid base for the Series 3 brand, now known for providing unforgettable driving experience.
These contentions were further portrayed in a 1978 television advertisement showcasing one car moving around speedway tracks thus illustrating its power abilities. That commercial told a story about how a life-changing experience is entering behind its steering wheel. Such marketing strategies early enough made it clear Series 3 was meant for people who love speed. They captured the imagination of their clients and as a result, by 1982, the total sale number exceeded 1,5 million units for Series 3¹³ ¹⁴.
During the initial marketing phase for BMW series 3, they emphasized the emotional narrative that contained the excitement of driving and feelings of personal pride that come with owning a sophisticated, reliable, and advanced car. This way, Series 3 was attractive not only as an aspiration but also as a sports machine by utilizing a marketing strategy that engaged both logical and emotional angles while appealing to potential buyers.
These early marketing efforts positioned the Series 3 as a car perfect for drivers who demand skilled performance and were the foundation for the brand. The ads were a hit with BMW’s consumer base, which led to the Series 3 becoming the first car to sell more than a million units between 1975 and late 1983¹⁵.
Shift to Lifestyle Branding
It was during the 1980s that BMW made a strategic move to change its Series 3 to reach out to a larger customer base¹⁶ ¹⁷. They moved from an emphasis solely on performance to one that considered lifestyle and luxury considerations. By branding its Series 3 as the preferred vehicle for affluent city occupants, BMW became a status symbol associated with success¹⁸. Marketing campaigns were more about inspiring people’s aspirations than anything else¹⁹. For many people looking at a Series 3 car, it was not just transport – it became a statement of personal achievement.
This new marketing approach incorporated commercials as well.
The TV ad does an excellent job of showing just how much of a rush one gets while driving by depicting the vehicle’s capability to easily maneuver curvy roads and attain top performance levels on those same roads. Its artistic visuals, combined with an upbeat soundtrack, convey feelings of thrill that question one’s sense of adventure and decisional freedom in the modernistic society that wrecks them. Moreover, this campaign named the 3 series “The Ultimate Driving Machine,” thereby improving BMW’s engineering status among car manufacturers worldwide and making the ad appeal to those passionate about speed. This ad introduced owning a BMW as a badge of elite living, which, according to them, was true for all vehicle owners, creating desire and loyalty for the brand.
The marketing strategy of 1983–1990²⁰ for the BMW Series 3 successfully repositioned the vehicle’s image from high performance to one of lifestyle and luxury. Intending to increase market share and, most importantly, firmly establish the Series 3 as an elegant, flexible, and leading car model, BMW set the affluent professional market as its base and injected luxury into the car and branding.
The trend of Series 3 being the most-sold cars continued in the next decade as well²¹. During this period,1990-2000, BMW focused on promoting functionality and luxury and at the same time connecting with potential customers on an emotional level. One of the most memorable TV commercials from that time is “Penguin.”
The “Penguin” commercial by BMW draws in viewers with its sense of humor and storytelling aspect that makes this ad unforgettable and emotionally charged. In this case, a penguin waddles up to what he mistakenly perceives as one of his own kind, revealing just how unlike any other car on the road, this sleek BMW is. It is something as beautiful as branding through high production value and sophisticated top-notch humor that will resonate with the target audience that values these things. Using the cute penguin as a twist, the ad engages viewers at an emotional level, making them feel something warm and funny. The ad builds strong brand loyalty through an emotional response. It also lets people link the brand to a smart story, which once again reinforces that BMW is a distinctive premium brand and allows for strong brand recognition and recall.
They implemented new storytelling, the star-chain-hook technique, in the printed ads as well.
From 1991 to 2000, BMW presented the Series 3 as the brand associated with global expansion and the implementation of advanced technology while promoting a strong emotional attachment between the cars and their owners. This is shown through financial reports as well. It was built through storytelling that the Series 3 topped the innovation game. BMW introduced series 3 as one that was based on promises of better things to come, quenching drivers’ thirst for dominion and progress. The story painted Series 3 as a luxury vehicle and a reliable companion in finding its way through the murky waters of modernity — something that even now connects with audiences from all walks of life.
Shift to Lifestyle Branding
It was during the 1980s that BMW made a strategic move to change its Series 3 to reach out to a larger customer base¹⁶ ¹⁷. They moved from an emphasis solely on performance to one that considered lifestyle and luxury considerations. By branding its Series 3 as the preferred vehicle for affluent city occupants, BMW became a status symbol associated with success¹⁸. Marketing campaigns were more about inspiring people’s aspirations than anything else¹⁹. For many people looking at a Series 3 car, it was not just transport – it became a statement of personal achievement.
This new marketing approach incorporated commercials as well.
The TV ad does an excellent job of showing just how much of a rush one gets while driving by depicting the vehicle’s capability to easily maneuver curvy roads and attain top performance levels on those same roads. Its artistic visuals, combined with an upbeat soundtrack, convey feelings of thrill that question one’s sense of adventure and decisional freedom in the modernistic society that wrecks them. Moreover, this campaign named the 3 series “The Ultimate Driving Machine,” thereby improving BMW’s engineering status among car manufacturers worldwide and making the ad appeal to those passionate about speed. This ad introduced owning a BMW as a badge of elite living, which, according to them, was true for all vehicle owners, creating desire and loyalty for the brand.
The marketing strategy of 1983–1990²⁰ for the BMW Series 3 successfully repositioned the vehicle’s image from high performance to one of lifestyle and luxury. Intending to increase market share and, most importantly, firmly establish the Series 3 as an elegant, flexible, and leading car model, BMW set the affluent professional market as its base and injected luxury into the car and branding.
The trend of Series 3 being the most-sold cars continued in the next decade as well²¹. During this period,1990-2000, BMW focused on promoting functionality and luxury and at the same time connecting with potential customers on an emotional level. One of the most memorable TV commercials from that time is “Penguin.”
The “Penguin” commercial by BMW draws in viewers with its sense of humor and storytelling aspect that makes this ad unforgettable and emotionally charged. In this case, a penguin waddles up to what he mistakenly perceives as one of his own kind, revealing just how unlike any other car on the road, this sleek BMW is. It is something as beautiful as branding through high production value and sophisticated top-notch humor that will resonate with the target audience that values these things. Using the cute penguin as a twist, the ad engages viewers at an emotional level, making them feel something warm and funny. The ad builds strong brand loyalty through an emotional response. It also lets people link the brand to a smart story, which once again reinforces that BMW is a distinctive premium brand and allows for strong brand recognition and recall.
They implemented new storytelling, the star-chain-hook technique, in the printed ads as well.
From 1991 to 2000, BMW presented the Series 3 as the brand associated with global expansion and the implementation of advanced technology while promoting a strong emotional attachment between the cars and their owners. This is shown through financial reports as well. It was built through storytelling that the Series 3 topped the innovation game. BMW introduced series 3 as one that was based on promises of better things to come, quenching drivers’ thirst for dominion and progress. The story painted Series 3 as a luxury vehicle and a reliable companion in finding its way through the murky waters of modernity — something that even now connects with audiences from all walks of life.
Marketing Strategy for the New Millennium
Throughout those years, from 2000²⁵⁻²⁸ to 2010²⁹, the BMW 3 Series was not simply a car; it remained an embodiment of driving pleasure. Then there was the grand concept at the very heart of BMW’s policy: “The Ultimate Driving Machine.” These were perpetual advertising phrases, but this is actually what the 3 Series have consistently met and excelled at. BMW knew that their target audience expected only the best in everything. Not just cars but also a representative of success and power on the road. Back in the early 2000s, print advertisements would feature models sprawled against breathtaking panoramas as they focused on thrill rides.
In its execution, the 2006 television commercial “Feel The Road” had a cinematic touch depicting E90 cruising through town roads and mountain bends, driving home the fact that the 3 Series offers unmatched motoring experiences. This was something BMW understood: how to utilize compelling storytelling with an emotional surprise depicting pleasurable, exciting, and joyful activities to build a strong brand presence around their products. Another brilliant tactic behind the E46 3 Series becoming such a popular figure in pop culture was associating BMW with significant motion pictures like The Bourne Identity series 3 movies.
Other popular commercials were the next:
Even though the 3 Series led sales for this decade, BMW crafted some of its most iconic commercials for other models, proving that every car in its lineup was a masterpiece in its own right.
One of the most notable marketing campaigns from this period was for promoting Series 3, M5, X5, Z4, and 7 series via short films called The Hire series.
The series ran for a year between 2001 and 2002 and had eight short films. The series of short films starred Clive Owen as “The Driver,” with direction from a list of some of the most reputable filmmakers. This series effectively showcases how cinematic storytelling was used to upgrade BMW’s brand image from that of just luxury cars to an equal part of emotionally high-charged, thrilling stories, making the audience associate “The Ultimate Driving Machine” with the scenes. The aim of BMW for The Hire was to radicalize a campaign in which entertainment and advertising were melded. The target was to captivate a sophisticated, Internet-savvy audience by conveying superlative and emotionally powerful content. The goal of the films was to accentuate the versatility, performance, and luxury aspects of BMW vehicles while at the same time fully integrating them into deep emotional scenarios fueled by gripping narratives.
1. Ambush
This film set the tone for the series and featured a high-speed chase with the BMW 7 Series. Control and power create an emotional core, and the BMW is shown as a fortress on wheels—a car promising safety and command even in the most dangerous situations. In this short film, the car is displayed as an icon of safety, and viewers start relating the brand to safety and reliability.
2. Chosen
In this spiritually nuanced film, the BMW 5 Series is more than just a car. It is portrayed as a vehicle for destiny. An emotional narrative interwoven with trust and tranquility portrays the vehicle as a silent yet strong “larger-than-life” force that steers away the protagonist from confusion. The film makes this relation deeper by implying that BMW not only refers to driving but also to the road connected to it and the mystical powers leading along it.
3. The Follow
In this film, the BMW 3 Series is used to delve into the concepts of observation and subtlety. It is through this relationship that the car acts as a mute bystander whose ability to move through intricate emotional territories is admirable. Therefore, BMW stands for perceptions and compassion.
4. Star
It’s a movie full of excitement, and the car – the new BMW M5 – dominates the scenes. Emotions of driving excitement are abundant. The car is identical to its driver’s bold persona, thereby making one believe that having a BMW means living life itself in truly powerful and exciting terms.
5. Powder Keg
It is an emotionally charged feature set in a war-torn environment, featuring the BMW X5 as a symbol of resilience and hope. The emotional story can be described as one of survival, where the car becomes the lifeline amidst a crumbling world. That really bonds emotionally, saying BMW is a brand that will have your back when situations are at their worst.
6. Hostage
This thrilling tale, portrayed through action, shows how the BMW Z4 represents speed and liberty. Running forms the backbone of the emotional plotline. It has touched on themes such as liberation, as it associates BMW with an independent life that can only be made possible by using one’s car to eliminate all confines.
7. Ticker
Here, the emotional hook that allows for tension and urgency is represented through a race-against-time scenario starring the BMW Z4. The car is the ultimate partner at times of high stakes. This further reinforces the idea that a BMW is not only something that one drives but something with whose help one gets through those intense moments called life.
8. Beat the Devil
This is a very surreal, high-energy film that puts the BMW Z4 inside a scenario of very high stakes—dealing with the devil and personifying risk and rewards. An emotional narrative emphasizes the fact that it is possible for this car to be taken from all expectations and, hence, is the mirror of inevitable triumph, resilience, and rising above all odds.
This was a tremendous marketing success for the Hire series. It had millions of views long before “going viral” became a common term. BMW really excelled in associating emotion with electrifying car chases and action, heralding a new era for branded content and showing how powerful stories can be. On top of everything else, the series gave final touches to BMW’s image as a brand that involves more than just driving but an exceptional, exciting lifestyle.
Another commercial that is the most talked about, even today in 2024, was a commercial for M5 E39, The Rocket.
From a marketing standpoint, this is simply one of those head-on fusions between emotions and performance that this BMW M5 E39 “Rocket” ad does. The ad creates a tingle by drawing an analogy of the M5’s acceleration with that of a rocket launch, as it connects people with this most deep-seated feeling of speed and power.
The cinema-like visualization and silky-smooth editing work in a manner that instills awe and excitement and just makes one feel the raw thrill of the M5’s launch. “The most powerful letter in the world” appeals to the brand reputation of BMW for par excellence in engineering, which makes the M5 stand out as that final act of power.
Emotionally, it is at once an exciting and exclusive ad, telling its viewers that this car is strictly for those few who understand and enjoy the finer things in life. This really is a no-apologies, in-your-face promotional item, touting the M5’s prowess to fire the viewer’s imagination and stir his soul.
Between 2001 and 2010, BMW propagated this Series 3 exceptionally well for the image of the ultimate driving machine. Classic advertising, combined with new digital ways, was efficient in broadening the audience while keeping the existing customer base interested. Creative campaigns like the ever-memorable “Penguin” ad showed that innovation and quality go hand in hand for BMW. With new technologies and a driving pleasure campaign, BMW noted the most significant sales increase and positioned Series 3 as one of the most formidable rivals in the premium sedan segment.
Marketing Strategy for the New Millennium
Throughout those years, from 2000²⁵⁻²⁸ to 2010²⁹, the BMW 3 Series was not simply a car; it remained an embodiment of driving pleasure. Then there was the grand concept at the very heart of BMW’s policy: “The Ultimate Driving Machine.” These were perpetual advertising phrases, but this is actually what the 3 Series have consistently met and excelled at. BMW knew that their target audience expected only the best in everything. Not just cars but also a representative of success and power on the road. Back in the early 2000s, print advertisements would feature models sprawled against breathtaking panoramas as they focused on thrill rides.
In its execution, the 2006 television commercial “Feel The Road” had a cinematic touch depicting E90 cruising through town roads and mountain bends, driving home the fact that the 3 Series offers unmatched motoring experiences. This was something BMW understood: how to utilize compelling storytelling with an emotional surprise depicting pleasurable, exciting, and joyful activities to build a strong brand presence around their products. Another brilliant tactic behind the E46 3 Series becoming such a popular figure in pop culture was associating BMW with significant motion pictures like The Bourne Identity series 3 movies.
Other popular commercials were the next:
Even though the 3 Series led sales for this decade, BMW crafted some of its most iconic commercials for other models, proving that every car in its lineup was a masterpiece in its own right.
One of the most notable marketing campaigns from this period was for promoting Series 3, M5, X5, Z4, and 7 series via short films called The Hire series.
The series ran for a year between 2001 and 2002 and had eight short films. The series of short films starred Clive Owen as “The Driver,” with direction from a list of some of the most reputable filmmakers. This series effectively showcases how cinematic storytelling was used to upgrade BMW’s brand image from that of just luxury cars to an equal part of emotionally high-charged, thrilling stories, making the audience associate “The Ultimate Driving Machine” with the scenes. The aim of BMW for The Hire was to radicalize a campaign in which entertainment and advertising were melded. The target was to captivate a sophisticated, Internet-savvy audience by conveying superlative and emotionally powerful content. The goal of the films was to accentuate the versatility, performance, and luxury aspects of BMW vehicles while at the same time fully integrating them into deep emotional scenarios fueled by gripping narratives.
1. Ambush
This film set the tone for the series and featured a high-speed chase with the BMW 7 Series. Control and power create an emotional core, and the BMW is shown as a fortress on wheels—a car promising safety and command even in the most dangerous situations. In this short film, the car is displayed as an icon of safety, and viewers start relating the brand to safety and reliability.
2. Chosen
In this spiritually nuanced film, the BMW 5 Series is more than just a car. It is portrayed as a vehicle for destiny. An emotional narrative interwoven with trust and tranquility portrays the vehicle as a silent yet strong “larger-than-life” force that steers away the protagonist from confusion. The film makes this relation deeper by implying that BMW not only refers to driving but also to the road connected to it and the mystical powers leading along it.
3. The Follow
In this film, the BMW 3 Series is used to delve into the concepts of observation and subtlety. It is through this relationship that the car acts as a mute bystander whose ability to move through intricate emotional territories is admirable. Therefore, BMW stands for perceptions and compassion.
4. Star
It’s a movie full of excitement, and the car – the new BMW M5 – dominates the scenes. Emotions of driving excitement are abundant. The car is identical to its driver’s bold persona, thereby making one believe that having a BMW means living life itself in truly powerful and exciting terms.
5. Powder Keg
It is an emotionally charged feature set in a war-torn environment, featuring the BMW X5 as a symbol of resilience and hope. The emotional story can be described as one of survival, where the car becomes the lifeline amidst a crumbling world. That really bonds emotionally, saying BMW is a brand that will have your back when situations are at their worst.
6. Hostage
This thrilling tale, portrayed through action, shows how the BMW Z4 represents speed and liberty. Running forms the backbone of the emotional plotline. It has touched on themes such as liberation, as it associates BMW with an independent life that can only be made possible by using one’s car to eliminate all confines.
7. Ticker
Here, the emotional hook that allows for tension and urgency is represented through a race-against-time scenario starring the BMW Z4. The car is the ultimate partner at times of high stakes. This further reinforces the idea that a BMW is not only something that one drives but something with whose help one gets through those intense moments called life.
8. Beat the Devil
This is a very surreal, high-energy film that puts the BMW Z4 inside a scenario of very high stakes—dealing with the devil and personifying risk and rewards. An emotional narrative emphasizes the fact that it is possible for this car to be taken from all expectations and, hence, is the mirror of inevitable triumph, resilience, and rising above all odds.
This was a tremendous marketing success for the Hire series. It had millions of views long before “going viral” became a common term. BMW really excelled in associating emotion with electrifying car chases and action, heralding a new era for branded content and showing how powerful stories can be. On top of everything else, the series gave final touches to BMW’s image as a brand that involves more than just driving but an exceptional, exciting lifestyle.
Another commercial that is the most talked about, even today in 2024, was a commercial for M5 E39, The Rocket.
From a marketing standpoint, this is simply one of those head-on fusions between emotions and performance that this BMW M5 E39 “Rocket” ad does. The ad creates a tingle by drawing an analogy of the M5’s acceleration with that of a rocket launch, as it connects people with this most deep-seated feeling of speed and power.
The cinema-like visualization and silky-smooth editing work in a manner that instills awe and excitement and just makes one feel the raw thrill of the M5’s launch. “The most powerful letter in the world” appeals to the brand reputation of BMW for par excellence in engineering, which makes the M5 stand out as that final act of power.
Emotionally, it is at once an exciting and exclusive ad, telling its viewers that this car is strictly for those few who understand and enjoy the finer things in life. This really is a no-apologies, in-your-face promotional item, touting the M5’s prowess to fire the viewer’s imagination and stir his soul.
Between 2001 and 2010, BMW propagated this Series 3 exceptionally well for the image of the ultimate driving machine. Classic advertising, combined with new digital ways, was efficient in broadening the audience while keeping the existing customer base interested. Creative campaigns like the ever-memorable “Penguin” ad showed that innovation and quality go hand in hand for BMW. With new technologies and a driving pleasure campaign, BMW noted the most significant sales increase and positioned Series 3 as one of the most formidable rivals in the premium sedan segment.
How BMW’s Series 3 Defined a New Era of Driving
From 2010³⁰⁻³³ to 2020³⁴⁻³⁶, the BMW 3 Series remained at the pinnacle of performance and luxury. The marketing strategy evolved to keep up with the fast-changing landscape of consumer engagement. BMW’s strategies across the decade were marked by a blend of creative digital campaigns and excellent storytelling, with viral content that really glued the Series 3’s reputation to that of an ultimate driving machine. During this period, the Series 3 remained the most sold BMW car.
In 2015, BMW paid tribute to all 6 generations of the series 3³⁷ vehicles.
In 2016, BMW launched a commercial to pay tribute to the 3 Series.
This commercial uses deep emotions of pride and awe to pay respect to the legacy of the 3 Series, which has been around for more than four decades through six generations of BMW. It evokes nostalgia and togetherness within the images of exuberant fanatics and collectors, revealing fans’ emotional attachment to their automobiles. The present owners have a history behind them for the 3 Series model series while future buyers are kept in line since it depicts how far this model has come as well as its timeless beauty. By dedicating this film to fans of series 3, BMW creates an insider-group feeling that would inspire customers to be devoted and remain in touch with their products. Indeed, one notable thing is how perfectly it has evoked emotions surrounding brand heritage, which only further legitimizes BMW’s position as an upscale automobile manufacturer.
The BMW ad, “The Destination,” developed for the Road Home sales event in 2017, concentrates on memory and nostalgia. The narrative emphasizes that the most important thing about a trip is not where one goes but rather what people remember when driving a BMW. In this ad, a family in their BMW forms memories through various adventures they embark on together; pleasure and emotions develop during their journey. This narrative reinforces BMW’s brand identity by implying that having a BMW means more than reaching any place; instead, it means taking pleasure from all moments of traveling.
The 2019 BMW 3 Series advertisement “Nevermind” was a great way for BMW to express, both graphically and emotionally, the 3 Series’ agility and performance capabilities. This is where synchronism between the movement of the automobile and that of the dancers delivered fluidity, responsiveness, and a sense of exhilaration specific to the act of driving. More than this, it had dynamic camera angles, vibrant colors, and fast editing that hammered home the emotion. The flowing of the dancers’ movements with the sleek lines of the car blended into the image of energy, passion, and excitement, which resonated with the “Ultimate Driving Machine” tagline. Speaking of dance and music, which are emotional on their own, it is one ad that nailed how a brand should connect with the young and urban public—the 2019 BMW 3 Series “Nevermind.” What BMW did with this aesthetically beautiful, emotionally rich narrative is to position the 3 Series as something that people desire for a thrilling experience of driving and fashion in a high-tech vehicle, expressing the values and aspirations of the owner.
One of this period’s most notable campaigns is “Joy Is BMW”. They were promoting the BMW 3 and 1 Series. The campaign depicts the feeling a person gets when driving these cars. By only focusing on one emotional aspect, happiness, BMW created a storytelling culture for its vehicles. The visuals and messaging from this campaign showcase real-life scenarios where driving a BMW elevates personal moments of joy, which creates a deep emotional resonance with the consumers. This not only reaffirmed the passion for driving of the people at BMW but also strengthened brand loyalty and helped differentiation in the luxury automobile market, increasing affinity and sales for the brand.
BMW Series 3 was the most sold car during this period, however, in 2018, Series 5 surpassed in sales Series 3 with 381,749 units sold. ³⁸
Aired in 2017, the BMW 5 Series ad with Scott Eastwood just nails this emotional appeal toward sophistication and adventure. Eastwood is that perfect, ideal BMW driver: confident, modern, and dynamic. Thus, the image he projects is an aspiring one in the eyes of the audience. This commercial shows advanced technology and the car’s actual performance in a sleek, cinematic style, making it not just a vehicle but a lifestyle choice. By linking the 5 Series with charismatic Eastwood, BMW is tapping into consumer desires both for luxury and the open-road thrill – all in one emotional link that extends well beyond the product itself.
From 2010 to 2020, marketing the BMW Series 3 was not only about making a car to be seen but also an emphasis on a legacy that still excites drivers all over the world. If performance, luxury, or sustainability are your driving priorities, the Series 3 is evidence of BMW’s determination to achieve automotive perfection. This goes for the BMW Series 5 as well.
How BMW’s Series 3 Defined a New Era of Driving
From 2010³⁰⁻³³ to 2020³⁴⁻³⁶, the BMW 3 Series remained at the pinnacle of performance and luxury. The marketing strategy evolved to keep up with the fast-changing landscape of consumer engagement. BMW’s strategies across the decade were marked by a blend of creative digital campaigns and excellent storytelling, with viral content that really glued the Series 3’s reputation to that of an ultimate driving machine. During this period, the Series 3 remained the most sold BMW car.
In 2015, BMW paid tribute to all 6 generations of the series 3³⁷ vehicles.
In 2016, BMW launched a commercial to pay tribute to the 3 Series.
This commercial uses deep emotions of pride and awe to pay respect to the legacy of the 3 Series, which has been around for more than four decades through six generations of BMW. It evokes nostalgia and togetherness within the images of exuberant fanatics and collectors, revealing fans’ emotional attachment to their automobiles. The present owners have a history behind them for the 3 Series model series while future buyers are kept in line since it depicts how far this model has come as well as its timeless beauty. By dedicating this film to fans of series 3, BMW creates an insider-group feeling that would inspire customers to be devoted and remain in touch with their products. Indeed, one notable thing is how perfectly it has evoked emotions surrounding brand heritage, which only further legitimizes BMW’s position as an upscale automobile manufacturer.
The BMW ad, “The Destination,” developed for the Road Home sales event in 2017, concentrates on memory and nostalgia. The narrative emphasizes that the most important thing about a trip is not where one goes but rather what people remember when driving a BMW. In this ad, a family in their BMW forms memories through various adventures they embark on together; pleasure and emotions develop during their journey. This narrative reinforces BMW’s brand identity by implying that having a BMW means more than reaching any place; instead, it means taking pleasure from all moments of traveling.
The 2019 BMW 3 Series advertisement “Nevermind” was a great way for BMW to express, both graphically and emotionally, the 3 Series’ agility and performance capabilities. This is where synchronism between the movement of the automobile and that of the dancers delivered fluidity, responsiveness, and a sense of exhilaration specific to the act of driving. More than this, it had dynamic camera angles, vibrant colors, and fast editing that hammered home the emotion. The flowing of the dancers’ movements with the sleek lines of the car blended into the image of energy, passion, and excitement, which resonated with the “Ultimate Driving Machine” tagline. Speaking of dance and music, which are emotional on their own, it is one ad that nailed how a brand should connect with the young and urban public—the 2019 BMW 3 Series “Nevermind.” What BMW did with this aesthetically beautiful, emotionally rich narrative is to position the 3 Series as something that people desire for a thrilling experience of driving and fashion in a high-tech vehicle, expressing the values and aspirations of the owner.
One of this period’s most notable campaigns is “Joy Is BMW”. They were promoting the BMW 3 and 1 Series. The campaign depicts the feeling a person gets when driving these cars. By only focusing on one emotional aspect, happiness, BMW created a storytelling culture for its vehicles. The visuals and messaging from this campaign showcase real-life scenarios where driving a BMW elevates personal moments of joy, which creates a deep emotional resonance with the consumers. This not only reaffirmed the passion for driving of the people at BMW but also strengthened brand loyalty and helped differentiation in the luxury automobile market, increasing affinity and sales for the brand.
BMW Series 3 was the most sold car during this period, however, in 2018, Series 5 surpassed in sales Series 3 with 381,749 units sold. ³⁸
Aired in 2017, the BMW 5 Series ad with Scott Eastwood just nails this emotional appeal toward sophistication and adventure. Eastwood is that perfect, ideal BMW driver: confident, modern, and dynamic. Thus, the image he projects is an aspiring one in the eyes of the audience. This commercial shows advanced technology and the car’s actual performance in a sleek, cinematic style, making it not just a vehicle but a lifestyle choice. By linking the 5 Series with charismatic Eastwood, BMW is tapping into consumer desires both for luxury and the open-road thrill – all in one emotional link that extends well beyond the product itself.
From 2010 to 2020, marketing the BMW Series 3 was not only about making a car to be seen but also an emphasis on a legacy that still excites drivers all over the world. If performance, luxury, or sustainability are your driving priorities, the Series 3 is evidence of BMW’s determination to achieve automotive perfection. This goes for the BMW Series 5 as well.
Shaping an Icon Through Creative Campaigns
The BMW 3 Series was long held as the gold standard for sports sedans, representing in many ways all that performance, luxury, and driving passion the brand promised. For 2020-2024, the 3 Series marketing strategy gradually evolved to adapt to new consumer expectations for electrification, digital involvement, and emotional narrative. From 2020³⁹ to 2024⁴⁰, the total of units sold is more than 2,000,000⁴¹, becoming once again the most sold series.
The BMW 3 series ad that aired in 2022 is not about a car but rather positioning the 3 Series as the final status symbol – the one that will deliver power and prestige. The electrifying driving sequences are elevated by dynamic and refined music, complementing the car’s performance. It builds visual excitement while growing momentum and deepening emotional impact. That evokes a powerful resonance, drawing viewers right into the experience and making them feel the adrenaline surge and the embracing of elegance. This strategic use of music not only underscores the 3 Series’ luxurious and aspirational qualities but also ensures that this commercial makes a lasting mark, placing BMW as synonymous with excitement, refinement, and a bold sense of freedom.
As part of BMW’s Visionary Electrification, the 3 Series proudly introduces the perfect blend of exhilarating performance with sustainable driving through the 330e plug-in hybrid. The most notable campaign was the one featuring Adria Arjona. By using Arjona’s rising star power, BMW targets a younger, ecologically engaged audience.
The sleek design of the 330e was showcased in dynamic settings to emphasize modernity and sustainability. The story placed the car in the frame of a lifestyle choice rather than just a car that would entice consumers’ aspirations for both luxury and environmental responsibility.
Emotionally, this ad focuses on empowerment and freedom. Arjona certainly comes across as confident and adventurous, and it’s incredibly easy actually to place the viewer in those respective scenes. Shots and music are exciting and exploratory by nature. This mix reinforces the message that driving the BMW 330e goes beyond mere transportation—it’s about embracing a vibrant, sustainable future.
Another campaign with the tagline “A symphony of sheer driving pleasure” is for the BMW 3 plug-in hybrid which gained a lot of attention due to its creativity.
The ads for the BMW 3 Series from 2020 to 2024 were a masterclass of automobile advertising, combining emotions, innovation, and lifestyle branding. Each campaign portrays the car’s features while capturing the deeper desires and aspirations of its audience.
During this period, BMW not only pushed the envelope with its 3 Series but also released a series of other remarkable ads.
One of them is “Father & Son. Freude forever.”
In 2023, BMW launched an emotional ad for the BMW i4 named “Father & Son. Freude Forever”. The ad tells a touching story about a father-and-son relationship focusing on how driving is emotionally important for one’s freedom of movement.
In this ad, those moments are sad but true when a father must accept that he will no longer be allowed to drive because of old age. These are flashbacks of the father teaching his son to drive in a classic BMW 3 Series E30 that really evoke cherished memories from their past. It really captured both the generational bond and evolution of driving joy under one banner: “Freude,” a German word for joy, at the heart of BMW’s brand philosophy.
Another one is a groundbreaking ad for the new BMW M2.
The BMW M Mixed Reality ad featuring the BMW M2 is an innovative project that links real driving with virtual experiences. It aims for a wide range of target groups, especially young and technology-savvy customers. Thanks to advanced technology provided by Epic Games, BMW is at the forefront of innovation within the industry.
This exceptional experience calls for real M2 cars from drivers to act as controllers for a virtual racing game, increasing brand loyalty through indelible interactions. The feelings conveyed promote excitement and nostalgia, giving room for navigating through an imaginative place like “M Town.” There exists a sense of achievement due to gamification aspects as drivers collect their coins which makes them more engaged while developing skills at the same time.
In addition, it creates a sense of belonging among enthusiasts who share their passions for driving and gaming. Therefore, the overall depiction of the M Mixed Reality project shows BMW’s dedication to performance while establishing emotional ties with existing fans and new audience members alike.
From 2020 to 2024, BMW’s ads have redefined automotive marketing by merging cutting-edge technology with emotionally engaging storytelling. These ads go beyond showcasing innovation, inviting drivers into immersive virtual experiences that blend the thrill of driving with digital excitement. By pushing the boundaries of traditional advertising and focusing on experiential marketing, BMW not only highlights its technological prowess but also forges deep emotional connections with both existing and new customers. This innovative approach positions BMW as a leader in performance and emotional resonance, creating memorable interactions that redefine the driving experience.
Shaping an Icon Through Creative Campaigns
The BMW 3 Series was long held as the gold standard for sports sedans, representing in many ways all that performance, luxury, and driving passion the brand promised. For 2020-2024, the 3 Series marketing strategy gradually evolved to adapt to new consumer expectations for electrification, digital involvement, and emotional narrative. From 2020³⁹ to 2024⁴⁰, the total of units sold is more than 2,000,000⁴¹, becoming once again the most sold series.
The BMW 3 series ad that aired in 2022 is not about a car but rather positioning the 3 Series as the final status symbol – the one that will deliver power and prestige. The electrifying driving sequences are elevated by dynamic and refined music, complementing the car’s performance. It builds visual excitement while growing momentum and deepening emotional impact. That evokes a powerful resonance, drawing viewers right into the experience and making them feel the adrenaline surge and the embracing of elegance. This strategic use of music not only underscores the 3 Series’ luxurious and aspirational qualities but also ensures that this commercial makes a lasting mark, placing BMW as synonymous with excitement, refinement, and a bold sense of freedom.
As part of BMW’s Visionary Electrification, the 3 Series proudly introduces the perfect blend of exhilarating performance with sustainable driving through the 330e plug-in hybrid. The most notable campaign was the one featuring Adria Arjona. By using Arjona’s rising star power, BMW targets a younger, ecologically engaged audience. The sleek design of the 330e was showcased in dynamic settings to emphasize modernity and sustainability. The story placed the car in the frame of a lifestyle choice rather than just a car that would entice consumers’ aspirations for both luxury and environmental responsibility.
Emotionally, this ad focuses on empowerment and freedom. Arjona certainly comes across as confident and adventurous, and it’s incredibly easy actually to place the viewer in those respective scenes. Shots and music are exciting and exploratory by nature. This mix reinforces the message that driving the BMW 330e goes beyond mere transportation—it’s about embracing a vibrant, sustainable future.
Another campaign with the tagline “A symphony of sheer driving pleasure” is for the BMW 3 plug-in hybrid which gained a lot of attention due to its creativity.
The ads for the BMW 3 Series from 2020 to 2024 were a masterclass of automobile advertising, combining emotions, innovation, and lifestyle branding. Each campaign portrays the car’s features while capturing the deeper desires and aspirations of its audience.
During this period, BMW not only pushed the envelope with its 3 Series but also released a series of other remarkable ads.
One of them is “Father & Son. Freude forever.”
In 2023, BMW launched an emotional ad for the BMW i4 named “Father & Son. Freude Forever”. The ad tells a touching story about a father-and-son relationship focusing on how driving is emotionally important for one’s freedom of movement.
In this ad, those moments are sad but true when a father must accept that he will no longer be allowed to drive because of old age. These are flashbacks of the father teaching his son to drive in a classic BMW 3 Series E30 that really evoke cherished memories from their past. It really captured both the generational bond and evolution of driving joy under one banner: “Freude,” a German word for joy, at the heart of BMW’s brand philosophy.
Another one is a groundbreaking ad for the new BMW M2.
The BMW M Mixed Reality ad featuring the BMW M2 is an innovative project that links real driving with virtual experiences. It aims for a wide range of target groups, especially young and technology-savvy customers. Thanks to advanced technology provided by Epic Games, BMW is at the forefront of innovation within the industry.
This exceptional experience calls for real M2 cars from drivers to act as controllers for a virtual racing game, increasing brand loyalty through indelible interactions. The feelings conveyed promote excitement and nostalgia, giving room for navigating through an imaginative place like “M Town.” There exists a sense of achievement due to gamification aspects as drivers collect their coins which makes them more engaged while developing skills at the same time.
In addition, it creates a sense of belonging among enthusiasts who share their passions for driving and gaming. Therefore, the overall depiction of the M Mixed Reality project shows BMW’s dedication to performance while establishing emotional ties with existing fans and new audience members alike.
From 2020 to 2024, BMW’s ads have redefined automotive marketing by merging cutting-edge technology with emotionally engaging storytelling. These ads go beyond showcasing innovation, inviting drivers into immersive virtual experiences that blend the thrill of driving with digital excitement. By pushing the boundaries of traditional advertising and focusing on experiential marketing, BMW not only highlights its technological prowess but also forges deep emotional connections with both existing and new customers. This innovative approach positions BMW as a leader in performance and emotional resonance, creating memorable interactions that redefine the driving experience.
Conclusion
The rise of BMW to the top of the automotive kingdom clearly justifies its innovative and adaptive marketing policies. This case study will accentuate how subtly BMW has changed with the time-altering dimensions of advertising, right from the print campaigns of the early 1960s to the advanced digital experience of 2024. Due to this formative ability to continue molding and reinventing its advertising method over generations, BMW has remained relevant and its brand desirable. Early campaigns built a great foundation for the brand identity, while many of the most recent ones were enabled by new technologies and emotional storytelling to connect with audiences better. The potential of the brand to mix elements of nostalgia with modernity and striving for innovation sealed its status among top automobile brands.
What makes BMW unique is how a company adapts its marketing strategy to the changing media and consumer preferences without losing the core values of its brand. By focusing on emotional storytelling and innovation, BMW stays true to its promise of “Sheer Driving Pleasure.” This all shows that once a marketing strategy is properly executed, it will make a meaningful and lasting bond with the buyers to guarantee further success and prominence within its competitive industry.
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