BMW Puts Focus On 'Joy'; Performance Takes Back Seat
"We hope to really add some humanity to our brand" and show the diversity of buyers, says Jack Pitney, vp of marketing for BMW North America. The "ultimate driving machine" slogan still appears in small print, but the focus is elsewhere in the automaker's first major ad push in the U.S in four years. In one spot, "Joy is BMW," the text reads: "At BMW we don't make cars. We make joy."
"People now want to lead a richer life, rather than a life of riches," says Madelyn Hochstein, president of DYG, a market-research firm that works with BMW. The campaign will evolve into a value message emphasizing the quality of the engineering, vehicle safety, a four-year or 50,000-mile free service package and the fuel economy of its diesels and hybrids.
Meanwhile, Tim Higgins reports in the Detroit Free Press that Toyota dealers gathered in Orlando are excited about a major marketing push the automaker is launching in March. They're also happy about the fact that headquarters' payments to fix recalled cars and trucks will help offset lost sales.
Recent Around the Net In Brand Marketing Articles
-
McDonald's Highest Calorie Item Ever! May 24, 8 a.m.
McDonald's is moving in a different direction in Japan than in the U.S. The company has ... -
Rolls-Royce Looking For Global AOR May 24, 8 a.m.
Rolls-Royce, the luxury car brand owned by BMW, is reviewing its global advertising business, currently held ... -
U.S. Retailers See Risk In Safety Plan For Bangladesh May 24, 8 a.m.
American retailers are opposed to joining an international plan to improve safety conditions at garment factories ... -
Kohl's Snags High-Level Starbucks Exec May 24, 8 a.m.
Michelle Gass, who had long been considered a possible replacement for Starbucks' CEO Howard Schultz, and ... -
TV Star Ashley Benson Touts 7-Eleven Slurpees May 24, 8 a.m.
7-Eleven Inc. is launching #AWESUMMER Slurpee Days. From May 24 through May 27, medium Slurpees will ... -
Ford Boosting Production May 24, 8 a.m.
Ford Motor Company plans to roll-out 200,000 additional vehicles this year to meet customer demand in ... -
Girl, 9, Lectures McDonald's CEO On Nutrition May 24, 8 a.m.
McDonald's needs kids more than today's kids need McDonald's. Perhaps no one knows that better than ... -
Yum! Plans To Double Taco Bell Sales May 23, 9:10 a.m.
Yum! Brands Inc. plans to double Taco Bell’s domestic annual sales to $14 billion by 2021, ... -
Twitter Lets Advertisers Collect Contact Info From tweets May 23, 9:10 a.m.
Twitter plans to turn the tweet stream into a more efficient marketing channel with a new ... -
GM Closes Big Apple Finance Office May 23, 9:10 a.m.
General Motors will close its New York Treasurers office and move the operation to Detroit by ...
Be the first to comment on "BMW Puts Focus On 'Joy'; Performance Takes Back Seat "
Leave a Comment