Challenge, context & objectives
BRAND AND PRODUCT CONTEXT
In October 2017 BMW introduced the first-ever BMW X2, a compact SUV with extroverted appearance and unseen vehicle design. It is built to appeal to a young target group - Millennials. A deliberate move ahead.
"The unique vehicle concept offers a new, fresh and exciting facet of the BMW brand in the compact segment," says BMW chief designer Adrian van Hooydonk on the BMW X2.
THE MARKET CONTEXT
It's a challenging time. Most vehicle manufacturers release new cars summer to fall and focus on communication in the late fall and winter months....