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I agree with what BMW is doing. As a marketing person, I understand that it's branding itself to a younger audience in this campaign. I got into BMW's well before I could drive. Much like the KITH story, the advertising made the car aspirational to me. Today I drive and own BMWs. Had that seed not been planted, I would probably not have the same affinity to the brand.
BMW's marketing is not just aimed at one consumer. Not every BMW owner is an enthusiast. The collaboration with KITH is aimed at a younger lifestyle consumer that sees KITH and other similar brands as cool, and BMW is tying part of their advertising to that. As someone else here said, you can do both. We seem to live in a world where you are either one or the other. Few things in the world are that simple or black and white.
We are all talking about the "grills," and this campaign makes them more relevant than they seem. The worst thing they could be is the brand that no one speaks about.
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