Anybody else notice that it seems like BMW is switching up its traditional formula of targeting men and hyping their cars' performance with a focus on speed and handling?
While watching the Olympics, I've noticed a number of new BMW ads that appear off equity for the sports car manufacturer both in that they appear to be targeting women and in that they are talking up all its technology and comfort benefits (e.g., rearview camera, direction/mapping, etc.) vs. driving, performance, handling. Take a look...
While some of the ads are infused with a nice bit of humor and are selling nice features, they are a far cry for ads like this one, which are more on equity with the ultimate driving machine...
Now I get that the Olympic television audience tends to skew more female than traditional sporting events and there is data suggesting the average woman tends to be more concerned with a car's features than how much horsepower is under the hood, the ads just seem out of character for BMW. While its always nice to try to appeal to a wider audience, as soon as you have to move off equity to do it you risk diluting the brand, so I'd recommend BMW start selling their performance again.
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