Buying a BMW is more than just buying a car to simply get around. With dozens of car makes to choose from, consumers are attracted to BMW’s brand of sophistication, quality, and timeless style. Its circular blue and white logo is instantly recognizable throughout the world, and some have even touted that the BMW is the most admired car ever. With a look that contrasts the very flashy and vibrant Italian sports cars, BMW evokes a sense of maturity, personal achievement, and a symbol of desirable status.
Branding
It can take years for a company to build a successful brand. Managing one is even more challenging. For three decades, BMW not only focused on BMW’s quality by declaring it as “the ultimate driving machine” but the brand has incorporated elements of wish-fulfillment. Like most luxury products on the market, BMW subtlety focused on how owning a BMW symbolizes the accomplishment of a higher status and financial power. It can be considered as a company that taps into an individual’s hopes and dreams rather than a basic necessity used for personal transportation. In the last decade, some of BMW’s advertising has reached out to a more creative group of people who are known in our society for their innovative ideas and maverick spirit. This group includes educators, writers, artists, scientists, and engineers. BMW reached out to this group by marketing their brand as a company who values innovation, originality, and ambition. This message added a new dimension to the underlying value of quality and performance. Perhaps, consumers who desire a BMW wish to feel like creative professionals who are capable of generating fresh ideas.
BMW in Films
Product placement isn’t new to the entertainment industry, but luxury cars are in great demand in movies where heroes, or villains, must drive the best, well-equipped, and recognizable cars. Various models have been featured in the most famous and successful movies ever made. For example, BMW has been featured numerous times alongside the most well-known spy in the world, James Bond. Usually a character that is seen driving a BMW possesses qualities that consumers may want or admire, which adds to BMW’s status as a luxury vehicle and prized possession. In addition, movies and television are screened to millions all over the world, so the BMW’s visibility becomes present on a global scale.
Personalization
BMW owners also find ways to increase their status and make the experience of driving a BMW more enjoyable by adding special features. Special add-ons include upgraded wheels and interiors, and built-in communication devices. Examples of interior accessories are chrome handles, aluminum foot pedals, and steering wheels with all kinds of decorative trim. These options don’t necessarily add to the performance of the car, but owners may feel that these additions are representative of their status. So the more fancy accessories an owner can possess, the better.
Prices of BMWs can reach to the hundreds of thousands. Even auto insurance rates for a BMW may be steep to some, but those who want one believe it will be well worth the price. To many, the act of buying a BMW is like buying a higher status, and the idea of being capable of buying the latest and greatest BMW is one many consumers will always desire.
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