BMW Revamps China Marketing to Focus Less on Status
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BMW AG will increase spending on online marketing in China and emphasize its technology as part of efforts to target younger buyers, who care more about the latest features than the emblem as a status symbol.
The world’s largest premium-car brand will highlight technology features, some developed especially for the Chinese market, such as steering settings that help with parking and seats that help tone muscles. The company will also offer free Internet connection in its cars for 10 years.