# BMW Targets New Drivers By Greg Ponesse | Published 2006-05-15 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/bmw-targets-new-drivers References: [businessweek](http://www.businessweek.com/autos/content/may2006/bw20060505_260847.htm?chan=autos_autos+index+page_news) 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. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 84% | Activity: 55% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Evolving Luxury Car Perception:** BMW aims to disrupt the perception of their brand among luxury car buyers who still associate BMW with the yuppie phenomenon of the 1980s. - **Increasing Market Penetration:** BMW looks to capture the attention of luxury car buyers who have not considered purchasing a BMW, despite the brand's record sales in the U.S. last year. - **Shifting Consumer Preferences:** BMW's research reveals a shift in consumer preferences among luxury car buyers, indicating the need for the brand to adapt and cater to changing needs. ### Who This Affects Most - **Luxury Car:** The luxury car industry can take advantage of BMW's efforts to evolve the perception of their brand and attract a wider range of consumers. - **Automotive:** The automotive industry should pay attention to BMW's aim to increase their market penetration and capture luxury car buyers who have not previously considered their brand. - **Marketing:** The marketing industry can learn from BMW's research on shifting consumer preferences and use it to inform strategies for other luxury brands. ## Related on Trend Hunter - [Supermodel-Backed Automotive Campaigns](https://www.trendhunter.com/trends/bmw-dare-to-be-you.md) - [Auto-Centric Short Films](https://www.trendhunter.com/trends/relax-we-care.md) - [Dynamic Precision Sports Cars](https://www.trendhunter.com/trends/bmw-concept-skytop.md) - [Retro-Futuristic Headlight Automobiles](https://www.trendhunter.com/trends/neue-klasse.md) - [Mood-Altering Automotive Fragrances](https://www.trendhunter.com/trends/bmw-fragrances.md) - [Consumer-Centric Luxury Car Campaigns](https://www.trendhunter.com/trends/genesis-motors-canada.md) - [Grand Touring Automotive Designs](https://www.trendhunter.com/trends/bmw-concept-speedtop.md) - [Sleek Premium EV Concepts](https://www.trendhunter.com/trends/vision-neue-klasse.md) - [Japanese-Inspired Car Interiors](https://www.trendhunter.com/trends/twotone-x7.md)