BMW X2 Snapalizer

BMW, the car manufacturer, inspired and engaged young, highly digital customers in Europe, increasing awareness of its compact SUV, the BMW X2.

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....

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Insights Team
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