BMW going the wrong way
 

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

http://www.businessweek.com/autos/co...aign_id=search

I think it was a great idea. The decision was made when BMW marketing discovered in a survey that over half of the survey respondants who were looking for a luxury car didn't even consider BMW has a possibililty...

That being said, I think the ads are poor and could have been done better. BMW has done a much better job on their USA website of conveying the same message with their flash presentation then the current ads have done.

I am told that they're are more ads coming, so perhaps they will be better...

BMW did that in their products, and now they're doing it in their advertising. Although the idea is noble, it's like a kid feeling the need to be popular, so they compromise on their laurels and go mainstream. At least thats my 2 cents.

Just curious, how do you feel they've done that in their products?

BMW is reevaluating it's marketing strategy, not fundamental design motivation. They're taking a proactive approach and not getting complacent over their remarkable recent success. Most people who test-drive a BMW end up buying one, so the trick is to get more of them into the driver's seat..

Exactly... could not have been said better..!

Designs that favour form over function (eg column shift in 7 series and new X5, no oddments storage areas for a simple thing such as your phone in the centre console of the 5 series and 6 series, one piece looking dash fascias that went out of style 40 years ago, overly asian styling influences to exteriors ie lexus rx330 vs new X5, runflat tyres that significantly increase the harshness of ride permanently instead of that occasional need for a spare, an Idrive program whose whole point was supposed to be convenience......)

.....now thats advertisement.

haha I haven't seen that before

To list a couple:

Most people want quieter engines that dont make themselves noticed in daily driving. The newer BMWs accomplish this. You don't really hear a E60 or E90 unless that person absolutely guns it. I guarentee you my "mere" 2.5 liter X3 makes more pleasing sounds at part throttle than those new cars.

Whatever happened to the "understated" style of BMW? Sure, controversial designs attract younger buyers who want to be noticed, but not everyone likes them. BMW never used to be a flashy car company, so why start now? (Don't answer that question, I know its cuz of better sales)

Not to say BMW makes bad cars or anything, but I don't think the cars are as enjoyable as they used to be.