BMW sparks M series buzz among auto aficionados

By Erin Shea Published on June 3, 2013
http://www.luxurydaily.com/bmw-targets-auto-aficionados-via-new-m-series-site/

BMW M3

BMW of North America is reigniting auto aficionados’ interest in its M series vehicles through a new Web site.

The German automaker is showcasing its M vehicles through a new Web site that includes details on the M models, their features and their history. BMW is likely trying to target auto enthusiasts and show its innovative side to remain competitive with other luxury automakers.

“The Web site is designed to keep readers engaged, build the car of their dreams and learn more about the brand,” said Lauren Fix, automotive expert and author of “Lauren Fix’s Guide to Loving Your Car,” Lancaster, NY.

“Many BMW lovers will spend at least 20-30 minutes on the site,” she said.

Ms. Fix is not affiliated with BMW, but agreed to comment as an industry expert.

BMW was unable to comment before press deadline.

Powerful letter
BMW’s new microsite for its M vehicles can be accessed at http://www.bmwusa.com/Standard/Content/Explore/Experience/mseries.aspx.

The automaker sent out an email to its customers featuring the M Powersource Tour that takes consumers through an online tour of the M series.

Email

The email contains a call to action on a button that reads, “Take the M Powersource Tour.”

A click through on the button leads consumers to the M Web site where consumers can learn about the M models, innovation and heritage.

Web site

Also, the site allows a 360-degree exploration through clicking and dragging the site around to explore the M series.

Under the model lineup tab, consumers can view current vehicles, past vehicles, special editions and historic collections.

1979 M1 vehicle

The efficiency tab contains information about the M series’ power, efficiency and handling.

Aerodynamics

Lastly, the heritage tab offers information on the race series, drivers, racing vehicles and milestones.

Formula 1

This site is likely to catch the attention of many BMW fans who will spend time learning about the history and innovations of the M series.

“BMW M-car owners are passionate about the brand, they love cars that perform at stated and enjoy a true German driving machine,” Ms. Fix said.

Race to the top
BMW continues to push its brand forward by flaunting its innovations to stay ahead of competitions.

For instance, BMW is aiming to beat out the competition by pushing its i concept electric vehicles with the i3 set to be in-stock this year.

Since electric vehicles are a new product to many consumers, automakers that introduce them to consumers should develop strong marketing campaigns to convince consumers to buy the new technology. It seems that electric vehicles can help automakers get ahead of its competitors because there are more environmentally-conscious affluent consumers (see story).

Also, the automaker revamped its core branding efforts with an updated sound logo that is played at the end of television and radio spots.

The melody is incorporated into BMW’s video and audio branding campaigns to further engage consumers through sound recognition value. The tune is being introduced worldwide this year (see story).

By promoting its M vehicles, BMW is specifically targeting car lovers and brand enthusiasts to hook them into the next generation of performance vehicles.

“These vehicles targeted to real auto enthusiasts,” Ms. Fix said. “For those of us that owned or own older cars that don’t offer the safety, but do offer the performance, [these vehicles] are the best of both worlds.

“Many of the performance owners race cars, go to club on-track events and have created a cult following,” she said.

“BMW M-Series cars are true car lovers.”