The BMW 'Ultimate Driving Machine' has been rolled out, and its aim is to emphasize that cars from the automaker is not just about performance but about meeting all the different needs and wants from individual consumers.
Promoting its 14 new car models that will be introduced to the United States this year, the BMW 'Ultimate Driving Machine' campaign includes a 30-second commercial, which was created by one of BMW's ad agencies Kirshenbaum Bond Senecal & Partners. This first video spot showcases several of the new BMW models -- including the BMW M3 Coupe, BMW X5, BMWi8 and BMW 7 Series -- with a voiceover saying, "We don’t make sports cars. We don’t make S.U.V.’s. We don’t make hybrids, and we don’t make luxury sedans. We only make one thing, the ultimate driving machine.”
Why This Trend Is Growing
- Auto Brand Repositioning
- Disruptive innovation opportunity: Develop new marketing campaigns that reposition auto brands to appeal to individual consumer needs and desires.
- Expanding Product Line
- Disruptive innovation opportunity: Introduce a larger variety of car models to cater to different customer preferences and expand market reach.
- Brand Identity Emphasis
- Disruptive innovation opportunity: Create a strong brand identity that focuses on the unique qualities of the product rather than specific vehicle categories.
Industries Being Reshaped
- Automotive
- Disruptive innovation opportunity: Explore new approaches to marketing and product development in the automotive industry to better meet individual consumer needs and wants.
- Advertising and Marketing
- Disruptive innovation opportunity: Develop innovative advertising campaigns that effectively communicate the multiple benefits and features of newly introduced car models.
- Market Research
- Disruptive innovation opportunity: Conduct in-depth market research to identify and understand individual consumer needs and preferences in the auto industry, informing product and marketing strategies.
