BMW, the world-famous luxury
car manufacturer, is looking to target a fresh generation of
car buyers, with a
brand new coupe model.
The
BMW one-series 135i is a departure from the standard brand .
The head of
marketing innovation at the firm, Jorg Reimann, reportedly
commented: We have to see which channel creates the most
value. We are re-evaluating our agencies to see if they have the
right background and expertise and are deliberately challenging
them. It's a process we initiated: strong brands like
BMW have to push on their own.
The
company are aiming for a new core of dynamic, intense 29-to-40
year olds. The average age of a BMW buyer is 48, and the company
are now seeking to target
websites such as
MySpace,
Facebook and YouTube. The
car company also found that 92 per cent
of car buyers did their research online, with 80 per cent using
a search engine.
