What are BMW brand values?
BMW brand values are:
Technology
Quality
Performance
Exclusivity
These are communicated to the customer through the end product.
How is BMW advertised in the UK?
The BMW brand has been built on its four core values: technology, quality, performance and exclusivity. Using these four brand values a consistent advertising strategy has been adopted. BMW has used the same advertising agency, WCRS, since 1979. One or more of the four brand values is expressed in all BMW advertisements, although the way they are expressed evolves in response to economic, environmental and competitive changes.
BMW advertising has always focused entirely on the cars.
BMW employs a broad range of media to advertise:
TV
Branding campaigns and new car launches.
Radio
Branding campaigns (2002 was the first year that BMW used radio for national advertising). It does not tend to be used at a national level, although may be used regionally.
Press
Colour press for example: Tatler, Vogue, lifestyle magazines, motoring publications, broadsheet and tabloid weekend colour supplements.
Black & white: national press.
Some regional publications (for tactical campaigns).
Outdoor campaigns
A high impact, high awareness medium used mainly for branding and new car launches.
Online advertising
On selected 3rd party sites which can deliver to pure AB audiences.
In addition to higher profile national advertising, dealers also run their own local campaigns through:
Local press
Radio
Bus advertisements
Cinema & Digital
Other marketing activity
Includes supply of sales literature, brochures, bmw.co.uk, direct marketing, price lists and point of sale materials.
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BMW Key Statistics
How many cars do you sell in the UK?
In 2003 BMW sold 93,822 cars in the UK.
Code: Select all
Year Total Markets BMW UK Market Share (%)
1980 1,514,087 13,450 0.89
1981 1,484,622 17,086 1.15
1982 1,555,027 22,977 1.48
1983 1,791,699 25,178 1.41
1984 1,749,650 25,785 1.47
1985 1,832,405 33,448 1.83
1986 1,882,474 35,898 1.91
1987 2,013,693 37,525 1.86
1988 2,215,574 42,761 1.93
1989 2,300,844 48,915 2.13
1990 2,008,934 43,004 2.14
1991 1,592,326 38,707 2.43
1992 1,593,601 40,672 2.55
1993 1,778,426 40,921 2.30
1994 1,910,933 45,574 2.38
1995 1,945,366 55,034 2.83
1996 2,025,450 56,840 2.81
1997 2,170,700 63,700 2.93
1998 2,247,400 64,200 2.86
1999 2,197,615 70,932 3.23
2000 2,221,647 67,679 3.05
2001 2,458,768 81,720 3.32
2002 2,563,631 85,567 3.34
2003 - 93,822 3.64
2004 2,567,269 102,200 3.98Code: Select all
Year Total Market MINI UK Market Share
2001 (July - end December) 2,458,768 11,628 0.47%
2002 2,563,631 35,545 1.39%
2003 - - 1.57%
2004 2,567,269 43,660 1.70%--------------------------------------------------------------------------------------------------------------
Can you tell me more about the April Fool's advertisements?
Each year WCRS (BMW advertising agency) produces a tactical April Fool's day advert which appears in the broadsheet press on April 1st only. The April Fool's day concepts are designed to teeter on the verge of credibility, therefore taking in scores of slightly less vigilant readers. The concepts tend to focus on a new and revolutionary piece of technology from BMW yet push the idea just beyond the plausible.
The tongue-in-cheek ads take exactly the same format as all non-spoof BMW ads hence it is down to the reader to notice the discrepancy between the plausible and the
non-plausible.
April Fool's day ads have become a BMW tradition primarily aimed at BMW drivers as a once-a-year opportunity for them to drop their guard and have a laugh at themselves. They have all the wit generic to many of BMW's brand ads and allow the intelligent owner to feel part of the BMW tradition.
The ideas in the past have covered a range of themes and ideas to test the credulous and humour the knowing:
The new in-cabin Klimatabeiter Climate Control System (KCCS), which - supposedly - can recreate any of the world's 23 registered climates inside your BMW and comes as standard in BMW 7 Series models.
The 'Toot and Calm Horn', T.C.H. system, which creates a noise that manages to calm, rather than aggravate the other driver so reducing the risk of road rage.
Other ideas have included remote control gadgets worthy of James Bond, with windscreen wipers on the esteemed BMW badge and insect-repellent windscreens!
