With BMW preparing for the 1 Series launch in the US late March, they’re turning to MINI for marketing ideas.
>BMW IS REACHING INTO SIBLING Mini’s bag of marketing tricks for this year’s launch of a new series in the U.S. The company’s new smallest car, the 1-Series–which goes on sale in March–will enter U.S. dealerships as a coupe and cabriolet, starting in the high $20,000 range.
Aiming for the younger crowd, most of the advertising, to start, will be print and web based. Taking cues from MINI advertising, it will be slightly off-kilter and unique.
> It’s actually no accident that Pitney is overseeing the car’s launch. He says he and Jim McDowell, former BMW vice president/marketing changed places because the company wanted to carry some of the youth-informed sparkle from Mini to Bimmer. And some of the more established marketing knowledge to Mini.
And, finally, how cool would this have been for you early adopters out there?
>”The last thing we are doing is–when you buy things that are collectibles you often get a certificate of authenticity, so BMW is creating a certificate of authenticity for first-year buyers, embossed with a stamp from the factory noting it’s the first-year production from Leipzig. Each one is specific to the vehicle built in the factory in that moment,” says Pitney.
[ BMW Looks To Mini As It Launches New Series In U.S. ] MediaPost Publications