Dan Creed, Marketing VP for BMW of North America, recently sat down with Jennifer Rooney of Forbes to discuss BMW’s 2012 marketing plan.
In August 2011, BMW named NY-based Kirshenbaum Bond Senecal + Partners (KBS+P) as its new lead creative agency. Shortly after the announcement, BMW reintroduced the “Ultimate Driving Machine” slogan, which Mr. Creed said “is the core essence of the BMW position in the United States.” One the most important launches for BMW in 2012 is the six generation 3 Series which accounts for nearly 40 percent of overall sales worldwide.
BMW’s latest TV commercial on the all-new 3 Series
BMW will also have a big marketing effort for the 6 Series Gran Coupe and 3 Series xDrive around the 2012 Summer Olympic games in London. Mr. Creed said BMW’s current and future product portfolio will focus on efficiency, sustainability, and driving dynamics. In 2011 BMW Group in the U.S. lead the premium segment selling 305,418 units, an increase of 14.9 percent over the previous year. BMW remains optimistic the sales momentum will continue in 2012 as the company plans to introduce 14 new models this year.
Dan Creed, Marketing VP of BMW, on building a luxury brand