Final month, BMW announced the creation of a new product category that focuses on providing their clients the last word luxurious. As a part of its forthcoming mannequin offensive, BMW has developed a brand new presence for its luxurious automobiles that sees the profile and positioning of essentially the most unique members of its vary refined into a definite product class. The upcoming BMW 8 Series and BMW X7 in addition to the BMW i8 and the upcoming BMW i8 Roadster will be a part of the BMW 7 Sequence within the model’s considerably expanded luxurious phase line-up.
The identification of BMW’s elite fashions are echoed in a newly designed brand which mixes a black-and-white model of the producer’s roundel first used 100 years in the past with the corporate identify “Bayerische Motoren Werke” written out in full. The autos themselves will probably be referred to extra merely because the 7, the eight and the X7.
“Now we have a powerful historical past of 100 years, and we expect that’s one thing we must always use,” mentioned Hildegard Wortmann, senior vp of brand name BMW. “It’s a brand new visible identification [that’s] extra involving, extra emotional.”
Wortmann says the brand new positioning and brand is a extra fashionable strategy. She likened it to a standard tactic used within the style business by which designers put their full names on their most luxurious strains and use their initials to model their extra reasonably priced strains.
The brand new luxurious branding will probably be used solely within the automaker’s communications actions. Dealerships received’t be required to replace any signage or parts of their buildings, a spokesman mentioned.
Consumers of these higher-end BMWs are additionally prone to obtain a VIP therapy from their native dealerships, together with pickup and drop-off service appointments or giving house owners the prospect to get into one other elite mannequin on a restricted foundation.