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Auto Brand Repositioning Tactics
BMW 'Ultimate Driving Machine' Campaign Promotes 14 New Models

By: Katherine Vong (Superstar) Jan 12, 12

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.”

Source: popsop
Readmore: brandchannel

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