Electric vehicles: How they are powering BMW marketing in Australia and NZ

BMW relies on various channels to sell its EVs in Australia and New Zealand, and the German luxury carmaker shares how tech-applied marketing and emerging tech are leveraged to introduce its range of electric models to a new generation of car owners.

The car industry has seen manifold changes in the last few years, with electric vehicles (EVs) making a big splash across most markets. But how are marketers dealing with the booming EV segment and its demands?

In terms of brand versus category marketing, there are several contrasting approaches to consider, especially when dealing with disruptive forces in key segments.

Explaining how BMW uses various marketing channels to leverage and captivate Australian and New Zealand audiences to embrace EVs, BMW’s marketing GM, Alex McLean, shared insights on tech-applied marketing and how emerging tech is being used to introduce BMW EVs to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands