BMW Targets New Drivers
By: Greg Ponesse - Published: May 15, 2006 • References: businessweek
It's hard to believe, but after all these years there are still a great many consumers, specifically luxury-car buyers, who associate BMW with the yuppie phenomenon of the 1980s. That's what BMW Vice-President of Marketing Jack Pitney was distressed to find when he took over the brand last year after a successful run managing MINI USA. BMW's research shows that despite record sales in the U.S. last year, a shocking 75% of luxury buyers aren't even considering a Bimmer.