2017+ BMW (luxury brand platform)
Project
BMW stands for the ultimate driving machine. But in the luxury segment, buyers look for more than dynamics: exclusivity, comfort and personal recognition. The challenge was to establish BMW as a true luxury brand next to its sporty core, with a new generation of models like the 7 Series, 8 Series and X7.
Approach
Going back to the brand’s core and extending it into true luxury, a second brand narrative was built above the core of BMW. By referring to the brand’s origin and writing out its full name, BAYERISCHE MOTOREN WERKE, it created not only an elevated brand platform, but also a symbol and signal of a more intense and exclusive understanding of the brand.
Result
+69.4% sales BMW 8 Series 2020
+22.1% sales BMW X7 2020
