Changing gear: How BMW is staking its claim to the luxury end of the car market
Jo Bowman
BMW is shifting its approach to its 'Grand Series' car range, using technology and a whole new approach to product development and marketing to announce itself as a serious player in luxury automotive.
Timo Resche, vice president product management grand series at BMW, told dmexco (Digital Marketing Exposition & Conference), held in Cologne in September 2015, that the new 7 Series BMW linked technological innovation with smart marketing in a way that was new for the German carmaker.
"Reinventing or defining luxury...