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

Vrushali Lad

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...

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