How BMW used social to sell car parts to Singaporeans

This paper describes how BMW used social media to boost sales of its Performance Parts range in Singapore, and is based on a presentation to the Festival of Media Asia 2011 by Lito S.

How BMW used social to sell car parts to Singaporeans

Low Lai Chow

When luxury car manufacturer BMW – currently the top-selling car brand in Singapore – identified a "disappointingly low" pick-up rate for its Performance Parts range in the market, it went on the traditional route of advertising, direct mailers and roadshows... and ended up with even more disappointment.

"The results were less than encouraging. We had to look elsewhere," said Lito S. German, Marketing Director of BMW Asia, speaking at Festival of Media Asia 2011.

BMW had understood its customers' needs and identified a growing...

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