BMW bills itself the “ultimate driving machine” in the West and talks up its “sheer driving pleasure.” But BMW’s marketing efforts in India take a different approach. There is sheer pleasure all right, but it’s in the “owning” not the driving. Check out the spot below, which lists all the places Indians may have seen a BMW. “You’ve seen it in the neighbor’s driveway, [in] reserved parking spots,” it begins. (That’s reserved, not regular, parking spots.) Also, at “country clubs.”
It’s a direct appeal to the status-conscious consumer in the growing Indian economy. Once your neighbor has one in the driveway, well… And the hashtag BMW India chooses? #SheerOwningPleasure. Formerly the leader in luxury autos in India, BMW is lately chasing Audi there.