BMW Targets New Drivers

A new ad campaign from the carmaker de-emphasizes the brand's performance to attract a wider, affluent audience..........

...............This campaign will run through the summer, and will preface launches of the BMW 3-Series coupe and the redesign of the X5 SUV. The carmaker is entering new segments, too. In another two years or so, the 1 Series now on sale in Europe is expected to be in the U.S., and the company has acknowledged it's working on a vehicle that's neither SUV nor minivan but encompasses attributes of both with very flexible storage and seating options.

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