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Does BMW Really Breed Joy?
Recently BMW has gone through a radical and dramatic advertising campaign that has seen the whole philosophy behind the company change. For years the company have been marketed as the ultimate driving machine, a claim that they have been able to live up to in every aspect. But what of the new claim, does BMW really spread joy?
What is joy? Well the dictionary defines joy as the emotion of great delight or happiness caused by something exceptionally good or satisfying; keen pleasure; elation. So now we know the market that BMW are aiming for we can analyse the statement further.
Well one thing that the company certainly does is breed satisfaction to the customers. The 5 series has been spearheading the sales representative market for many years and it has come to represent almost a status symbol in the sector. If your salesman turns up in a 5 series then they clearly aren't doing too badly.
Reliability is another section where the manufacturer will score highly. There is nothing more annoying than your car breaking down on a long journey or at any time for that matter, but for some reason BMW cars seem to cruise through life without much fuss and bother and do exactly what you would want a car to do. Start, run, stop.
The 3 series has become iconic in the market as a classic family or young professionals car, with the M3 sitting at the top of the pile combining fun, excitement, comfort and style.
The company have taken an extremely risky move with this new advertising campaign, if it works well it could take the series to a new market and help them to branch out to new customers, if it fails then it means that all the hard work and effort that was put into the old statement of the ultimate driving machine is then damaged.
Having spent a lot of time testing various versions of the BMW over the years, I can say that I think the new advertising campaign will work. The cars are on the whole very professionally made, the weight distributions of the cars are balanced beyond belief and clearly everything that needs to be thought about and designed has been. Obviously there are always aspects of cars that we wish could be improved but we wish that with every car, if we didn't we wouldn't be very good at critiquing cars.
So does the joy campaign work? Personally I think it does, but we will find out over the next year or so.
About the Author Anna Stenning is a motoring journalist with many years of experience in the motoring industry. Find out more about bmw at http://www.cooperbmw.co.uk/
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