Sep
23
BMW Hopes for High-Tech Halo With i8-Focused Ad Campaign
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BMW is learning that what distinguishes the ultimate driving machine can be a matter of taste.
To win over the growing ranks of wealthy car buyers who care more about technology than horsepower or heritage — think Tesla fans — the German brand is delivering its message through a new marketing vehicle: the i8.
BMW has put the $136,650 plug-in hybrid sports car at the center of a national marketing campaign called “BMW Innovations,” which started Sept. 1. Its goal is to cast a glow from the i8’s technology halo over the entire BMW lineup — and increase sales of bread-and-butter products such as the 3-series sedan and X3 crossover.
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