Nothing impresses me like a company that has found out exactly what they should do to build their brand and then sticks to the formula.
I don’t drive a BMW but I must say these guys from Germany are not far from making me into a customer.
Their brand has been closely connected with innovation for some years now. I first noted the positioning when they associated themselves with the artist Theo Jansen, maker of Kinetic Sculptures back in 2006. Since then I’ve seen tons of great stuff making BMW = Innovation.
This new concept car called Gina is amazing. BMW here I come!
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I agree, many of the US brands could learn a thing or two from this concept.