BMW M3 and M4 - The Icons
BMW Garage BMW Meets Register Search Today's Posts Mark Forums Read
G80 BMW M3 and M4 General Topics M3 (G80) and BMW M4 (G82) General Forum

Post Reply
 
Thread Tools Search this Thread
      10-27-2020, 04:17 PM   #1
spuntyb
Brigadier General
spuntyb's Avatar
United_States
1981
Rep
3,536
Posts

Drives: 2018 F80 ZCP
Join Date: Aug 2013
Location: USA

iTrader: (0)

WSJ: Why Porsche and BMW are Gunning For Hoodie-Wearing Teens

BIMMERPOST
     Featured on BIMMERPOST.com
Kind of a stodgy article, but it is the WSJ. Just thought I'd share since it's a hot topic right now. Enjoy!

https://www.wsj.com/articles/why-por...ns-11603727944

"However, for the 2020 partnerships, selling a car is not, the only (or even primary) objective; for the automobile brands, it's also about targeting a young demographic that could someday evolve into a reliable customer base. As Uwe Dreher, head of marketing for at BMW North America put it, it doesn't matter if the "people who buy the hoodie with the Kith BMW logo….also buy the car." As he said in an interview before the launch, many of Kith's shoppers aren't even old enough to drive. The partnership is also about building awareness."
__________________
2011 E90 JB|Oyster (sold)
2015 F31 MG|CR (sold)
2015 F30 335 AW|CR (sold)

2018 F80 ZCP
2018 Macan GTS
Appreciate 12
      10-27-2020, 06:02 PM   #2
Avaley
Lieutenant
Avaley's Avatar
579
Rep
467
Posts

Drives: f32 bm3 stg2 & 982 GT4
Join Date: Sep 2020
Location: Nürburgring

iTrader: (0)

Garage List
thank you for sharing this, great read.

I've been echoing this as making business good business sense for the brand longer term, but glad to see WSJ making note of it. Much needed for their brand image when youngster are asking how to buy fractional shares in $TSLA.
__________________
430i xDrive Coupé, B48 bm3 stg 2, ZF8HP50 xHP stg 3, ER catless dp, ER chargepipe kit, awe midpipe & axleback touring straight pipe exhaust, injen intake & inlet pipe
Appreciate 15
      10-27-2020, 07:27 PM   #3
AR_Motorwerkz
AR_Motorwerkz's Avatar
United_States
928
Rep
34,447
Posts

Drives: BMW F82 M4, BMW WIDEBODY F13
Join Date: Aug 2017
Location: LOS ANGELES, CALIFORNIA

iTrader: (0)

Definitely important for them to stay relevant, it seems the youth of today are less interested in cars than before.
Appreciate 5
NYAWE60405.00
clee1982722.50
PhatLyfe723.50
2011ninja424.50

      10-28-2020, 11:47 AM   #4
Dog Face Pony Soldier
2006 TIME Person Of The Year
Dog Face Pony Soldier's Avatar
United_States
9504
Rep
6,356
Posts

Drives: M Sport 335i
Join Date: May 2013
Location: North Jersey

iTrader: (0)

Garage List
2014 335i  [4.87]
Seems unbelievably foolish to abandon your current customer base and brand image to focus on a different one that hasn't proved beneficial. There's an axiom in sales... The most likely place to find sales is from those who've bought from you before.

BMW sure is making it attractive to give some other company my business. 👎🏻
__________________
Appreciate 34
      10-28-2020, 11:54 AM   #5
trife.
Private
69
Rep
61
Posts

Drives: m40i & AR Giulia
Join Date: Jan 2020
Location: Southeast

iTrader: (0)

Quote:
Originally Posted by Dog Face Pony Soldier View Post
Seems unbelievably foolish to abandon your current customer base and brand image to focus on a different one that hasn't proved beneficial. There's an axiom in sales... The most likely place to find sales is from those who've bought from you before.

BMW sure is making it attractive to give some other company my business. 👎🏻
Pretty sure they can do both, no? Vying to attract a different audience doesn't mean you HAVE to abandon your current base. And I feel like BMW is smart enough to know this.
      10-28-2020, 11:57 AM   #6
Sharasuke
New Member
15
Rep
25
Posts

Drives: M2C
Join Date: Jun 2016
Location: Belgium

iTrader: (0)

Didn't really know what kith was about lol.
So I just went to the website and this was thrown in my face:
Code:
https://player.vimeo.com/video/471070010
" width="800" height="450" frameborder="0">
(Can't seem to get the VIMEO tag working)

Poor M3, but see how it caught up in the corner

Last edited by Sharasuke; 10-28-2020 at 12:27 PM..
Appreciate 0
      10-28-2020, 12:00 PM   #7
GP0256
Second Lieutenant
90
Rep
217
Posts

Drives: 2006 MINI GP
Join Date: Jun 2013
Location: Raleigh, NC

iTrader: (0)

Quote:
Originally Posted by trife. View Post
Quote:
Originally Posted by Dog Face Pony Soldier View Post
Seems unbelievably foolish to abandon your current customer base and brand image to focus on a different one that hasn't proved beneficial. There's an axiom in sales... The most likely place to find sales is from those who've bought from you before.

BMW sure is making it attractive to give some other company my business. 👎🏻
Pretty sure they can do both, no? Vying to attract a different audience doesn't mean you HAVE to abandon your current base. And I feel like BMW is smart enough to know this.
Quote:
Originally Posted by trife. View Post
Quote:
Originally Posted by Dog Face Pony Soldier View Post
Seems unbelievably foolish to abandon your current customer base and brand image to focus on a different one that hasn't proved beneficial. There's an axiom in sales... The most likely place to find sales is from those who've bought from you before.

BMW sure is making it attractive to give some other company my business. 👎🏻
Pretty sure they can do both, no? Vying to attract a different audience doesn't mean you HAVE to abandon your current base. And I feel like BMW is smart enough to know this.
I agree. They are smart enough to know this. The fact of the matter is, they do a phenomenal job attracting their current segment of car owners which throughout time, ages with their marketing plan and outgoing models. This is a normal cycle for any business.

Pony Soldier, so if you owned BMW and knew your primary audience was aging and were locked into the brand, you would not shift some of your focus to attracting and supporting the future of your business‽‽‽. Furthermore, you are abandoning BMW because of one WSJ article‽‽‽. Bye Felicia
Appreciate 10
      10-28-2020, 12:03 PM   #8
Macphisto
First Lieutenant
Macphisto's Avatar
690
Rep
328
Posts

Drives: 2016 ///M2
Join Date: Aug 2014
Location: San Diego, CA

iTrader: (0)

My 2016 M2 is my current and seventh consecutive BMW. My next car will not be a BMW.
Appreciate 18
      10-28-2020, 12:04 PM   #9
JeremyDFW
Private First Class
JeremyDFW's Avatar
United_States
410
Rep
124
Posts

Drives: 2016 M3
Join Date: Apr 2014
Location: Fort Worth, Texas

iTrader: (1)

I just don't see how those are making the interpretation that BMW is abandoning their customer base with the G8x (and others for that matter) platform.

Companies, and their associated brands, measure the "lifetime value" of their customer base in addition to looking at new customer acquisition. It defiantly is a balancing act in specialized niche segments, such as the M Segment.

We've seen expansion of the product lines (X3M, X4M as an example), consistent focus on innovation (Apple integration, AWD coming for G8x, intelligent functions), and a commitment for emerging trends such as electric / battery powered performance models.

One thing to remember, brands will cycle in and out of "polarizing" offerings at time - such as the G8x with the aesthetic changes to the front, etc. - but the value to include negative feedback from "longtime loyalists" is extremely beneficial.

And say what you will about an up and coming generation that hasn't proven itself just yet, I was there 20+ years ago. I didn't get introduced to the brand until later in life, but in less than 8 years I've bought 4 vehicles from BMW, two of the M. With a 5th coming when the AWD G80 is released...

I'm pretty sure the BMW M brand knows EXACTLY what they are doing and the segment they are going after.

My .02...
__________________
2019 BMW M2 Competition, Long Beach Blue
2016 BMW M3, Austin Yellow
2017 AMG C63S Coupe, Obsidian Black

Instagram - @its.bad.karma
Appreciate 10
      10-28-2020, 12:05 PM   #10
jmack123
Private First Class
jmack123's Avatar
United_States
132
Rep
128
Posts

Drives: 2016 BMW X5
Join Date: Nov 2016
Location: New England

iTrader: (0)

Quote:
Originally Posted by Dog Face Pony Soldier View Post
Seems unbelievably foolish to abandon your current customer base and brand image to focus on a different one that hasn't proved beneficial. There's an axiom in sales... The most likely place to find sales is from those who've bought from you before.

BMW sure is making it attractive to give some other company my business. 👎🏻
That seems like a pretty short sighted perspective. Inevitably you will need to increase market share. Kind of hard to do that if all you focus on is your core customers. Not to mention, your core customers of the future are not always your core customers of the present and attracting those future customers is an ongoing exercise. I'm sure BMW could just focus on their "core" customers and let Mercedes/Audi etc. grab the younger demographic and build the future base of support instead?
Appreciate 6
      10-28-2020, 12:05 PM   #11
antzcrashing
Colonel
antzcrashing's Avatar
United_States
867
Rep
2,398
Posts

Drives: 2018 BMW 440i GC
Join Date: Sep 2007
Location: Eastern MA

iTrader: (1)

Garage List
Quote:
Originally Posted by Dog Face Pony Soldier View Post
Seems unbelievably foolish to abandon your current customer base and brand image to focus on a different one that hasn't proved beneficial. There's an axiom in sales... The most likely place to find sales is from those who've bought from you before.

BMW sure is making it attractive to give some other company my business. 👎🏻
BMW believes they have a product so good, that even if they make the design less appealing to its base, the base will still buy it due to the brand, tech, reliability, and driving dynamics. And they will pickup younger buyers (maybe more so down the road). Time will tell if BMW made a good bet
Appreciate 1
      10-28-2020, 12:05 PM   #12
sittingmongoose
Lieutenant
sittingmongoose's Avatar
United_States
203
Rep
590
Posts

Drives: 2021 x3mC
Join Date: Jul 2015
Location: Philly/Trenton Area

iTrader: (1)

This is the exact problem Harley Davidson is having. They can't shake the old man image. Glad to see they are trying to tackle it.

Now if only they would restore steering feel and put more focus on handling and weight like the old days....
__________________
21 x3mC
Previous:
08 e90 M3, 02 e46 M3,2011 335is, 2016 AYM M3
Appreciate 6
N54MPower186.50
clee1982722.50
Poochie5746.50
Ikester19393.00

      10-28-2020, 12:10 PM   #13
N54MPower
First Lieutenant
United_States
187
Rep
321
Posts

Drives: Fast Cars
Join Date: Jun 2009
Location: Global

iTrader: (3)

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.
Appreciate 8
      10-28-2020, 12:12 PM   #14
Kr0m3assass1n
kr0m3assass1n
Kr0m3assass1n's Avatar
United_States
865
Rep
740
Posts

Drives: 15 X5, 15 535i MSp, 17 M6GC
Join Date: Jul 2017
Location: Virginia

iTrader: (0)

Garage List
2017 BMW M6 GC  [0.00]
2015 BMW 5 series  [0.00]
2015 BMW X5  [0.00]
I consider myself in the middle of both demographics. I'm blessed enough to be on my 4th BMW but I still wear hoodies and consider myself "younger", yet I think I count as an established BMW customer.

Lately though, they're losing me with this new polarizing design language and marketing campaign. I love and respect BMW as a brand as I have since I was a little boy with an E31 poster on my bedroom wall, but I sadly won't remain a BMW car owner for too much longer at this rate.

Purely my personal $0.02.
Appreciate 6
      10-28-2020, 12:16 PM   #15
N54MPower
First Lieutenant
United_States
187
Rep
321
Posts

Drives: Fast Cars
Join Date: Jun 2009
Location: Global

iTrader: (3)

Quote:
Originally Posted by jmack123 View Post
That seems like a pretty short sighted perspective. Inevitably you will need to increase market share. Kind of hard to do that if all you focus on is your core customers. Not to mention, your core customers of the future are not always your core customers of the present and attracting those future customers is an ongoing exercise. I'm sure BMW could just focus on their "core" customers and let Mercedes/Audi etc. grab the younger demographic and build the future base of support instead?
I guess we would need to define who is the core BMW customer. If we think that the core is made up of enthusiasts, we are the ones who are short-sighted. The core BMW owner is not an enthusiast. Most M car and BMW owners don't go to a race track with their car or have an interest in racing. Most of the people buying BMW's Mercedes Ferrari's or Apple phones are buying into a lifestyle.
Appreciate 4
      10-28-2020, 12:20 PM   #16
NewWorldOrder
Private
23
Rep
55
Posts

Drives: 2018 BMW M240ix vert
Join Date: Sep 2020
Location: Portland, Oregon

iTrader: (0)

Quote:
Originally Posted by Dog Face Pony Soldier View Post
Seems unbelievably foolish to abandon your current customer base and brand image to focus on a different one that hasn't proved beneficial. There's an axiom in sales... The most likely place to find sales is from those who've bought from you before.

BMW sure is making it attractive to give some other company my business. 👎🏻
Harley Davidson stayed loyal to their primary base for too long, and now look where they're at. They've been struggling for over a decade now.

Bmw is going to have to progress whether we like it or not. If you're not a fan, I'm sure there's plenty of other brands you could buy from.
Appreciate 2
2m36.00

      10-28-2020, 12:21 PM   #17
An20Olives
E90
An20Olives's Avatar
United_States
30
Rep
38
Posts

Drives: 09 335i, 11 335xi, 17 X3 M40i
Join Date: Sep 2018
Location: Pennsylvania

iTrader: (0)

Garage List
2017 X3 M40i  [0.00]
As someone who is part of their "young" customer base, if they keep designing them like this I don't want to be a part of it.
__________________
The Olives
Current: 2017 X3 M40i
Retired: 2009 335i, 2011 335xi
Appreciate 6
nicksm3449.50
jmack173.00
PhatLyfe723.50

      10-28-2020, 12:23 PM   #18
EXE46
Captain
EXE46's Avatar
United_States
766
Rep
650
Posts

Drives: 2020 M340i RWD Aka New E39 M5
Join Date: Jun 2019
Location: State of Dystopia

iTrader: (0)

I don't get this this. Why target them, this was never done or needed for other generations. We saw adults driving bimmers as kids or having ridden in them as kids. Or having auto magazines or saw races with them and knew when we grew up we will one day get one.

These youngsters don't care about cars like the generations before them did. So I doubt this strategy will help them in the future. Well maybe it will when they start building the electric appliances at which point they'll lose me. Perhaps that's the idea that those of us who buy these cars today won't patronize them when they go full electric appliances. At which point, will most likely appeal to this demographic then.
__________________
Prior's: E36, E46 x2
Appreciate 5
      10-28-2020, 12:24 PM   #19
shoei
Colonel
shoei's Avatar
3214
Rep
2,185
Posts

Drives: MW Vespa w/pink racing stripes
Join Date: Nov 2007
Location: Peeing in your garden

iTrader: (3)

This. It's exactly what happened to Harley Davidson and to some degree, Cadillac, but they have rounded the corner with the Escalade. Blackberry is another prime example when you don't "evolve"...

I can see what BMW is doing and it makes sense. You don't have to like it but know it's a smart move on their part. We, are all growing older, are older, or just don't care about the same things. We tend to look at things from OUR perspective - as car enthusiasts. We are but a small sliver in their car sales. Move the needle we no longer do anymore.

KITH is a very well known sought after designer brand. Might not be your cup of tea but again, if you thought BMW is marketing to you, then you are sorely mistaken. Even their collabs make money. Kith x Jordan sneakers go for thousands of dollars. Hell, the BMW / Kith license plate frame (looks just like the usual BMW license plate frame but says "KITH" instead of "BMW" goes for $185 and no it's not carbon fiber.

Porsche is doing the same thing, as are other brands and I'm not just talking about automotive industry. This happens ever so often, slowly and methodically. Y'all just don't remember things changing way back when, probably because it's been awhile and it happens gradually. You are becoming your parents / grandparents. Remembering growing up hearing some family member saying - "the music/tv/athletes/et all in your generation is crap..." If you have found yourself saying something similar, congratulations, you are no longer the sought after demographic, lol... Gotta lock in the generation that is just learning to drive, because they're going to be around a lot longer than we are...
Appreciate 5
      10-28-2020, 12:24 PM   #20
spuntyb
Brigadier General
spuntyb's Avatar
United_States
1981
Rep
3,536
Posts

Drives: 2018 F80 ZCP
Join Date: Aug 2013
Location: USA

iTrader: (0)

Quote:
Originally Posted by trife. View Post
Quote:
Originally Posted by Dog Face Pony Soldier View Post
Seems unbelievably foolish to abandon your current customer base and brand image to focus on a different one that hasn't proved beneficial. There's an axiom in sales... The most likely place to find sales is from those who've bought from you before.

BMW sure is making it attractive to give some other company my business. 👎🏻
Pretty sure they can do both, no? Vying to attract a different audience doesn't mean you HAVE to abandon your current base. And I feel like BMW is smart enough to know this.
I just question using your marquee vehicle to do that. It's a pretty bold choice. This car represents a program that has catered mostly to enthusiasts. To do an about-face and turn it more into a marketing opportunity just feels wrong, even if I agree with attracting a younger, more savvy buyer.
__________________
2011 E90 JB|Oyster (sold)
2015 F31 MG|CR (sold)
2015 F30 335 AW|CR (sold)

2018 F80 ZCP
2018 Macan GTS
Appreciate 6
      10-28-2020, 12:26 PM   #21
JunkStory
Major
150
Rep
1,307
Posts

Drives: E92 M3, 8V RS3
Join Date: May 2008
Location: 98230

iTrader: (3)

The harsh truth is that kids don't want to drive a boomer brand. When I talk to my nieces, nephews and my friends' kids, none of them show any interest in driving. The only cars they want to talk about are Teslas.
Appreciate 6
GP025690.00
nicksm3449.50
shoei3214.00
KoenG417.00
PhatLyfe723.50

      10-28-2020, 12:27 PM   #22
GmclNH
Private
41
Rep
56
Posts

Drives: BMW 2008 328xi E92
Join Date: Oct 2019
Location: New Hampshire

iTrader: (0)

As a 19 year old bmw enthusiast:
I do not like this "collaboration" one bit. The whole thing is a cash grab by kith and easy "hype" about new cars for bmw. Not everybody loves the new cars instantly so this is what they turn to. All of the products that Ronnie fieg released is stuff that bmw has already made. M sweatshirts, sweatpants, umbrellas, license plate frames? all shit I've seen at the dealer or online. Except it's marked up 200 percent because it says kith on it. It's sad. There was no creativity. They capitalized on the fact that the e30/ older cars are trendy now. What do they do? Make it more trendy. I bought my own 08' 328 for my first car and just recently a 96' 328. I work full time. Can I afford anything that they released? No. Even though I own 2 bmws. Their target audience for this was to get into the Instagram feeds of rich teens with their parents credit cards. This is not marketed to the enthusiast. This is marketed towards college kids with daddy's money. And yes it will work for bmw. They know where the money is, clearly. I know not everyone with a bmw is an enthusiast, but this is a turning point for the brand. It will now explode into a "hype beast brand". They took the once special and iconic M badge and turned it into a marketing scheme. It's supposed to be rare to see an M badge. Not see it on a t shirt in the mall. Also, what older bmw enthusiast is going to pay an extra 50 grand for their M car to have kith written all over it??? None. It's gonna be these rich kids they are targeting.
Appreciate 20
nicksm3449.50
stein_325i7977.00
Igor_M51424.50
h_bakken123.00
jmack173.00
Avaley579.00
VBM224.00
///BYU232.50
Desrste28.00
e30m300.00
KoenG417.00
CSBM51595.50
PhatLyfe723.50
CityLife174.50

Post Reply

Bookmarks

Thread Tools Search this Thread
Search this Thread:

Advanced Search

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off



All times are GMT -5. The time now is 09:07 PM.




g80
Powered by vBulletin® Version 3.8.11
Copyright ©2000 - 2020, vBulletin Solutions Inc.
1Addicts.com, BIMMERPOST.com, E90Post.com, F30Post.com, M3Post.com, ZPost.com, 5Post.com, 6Post.com, 7Post.com, XBimmers.com logo and trademark are properties of BIMMERPOST