Changing gear: How BMW is staking its claim to the luxury end of the car market

This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.

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...

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