Ugly BMW

BMW inherent brand appeal, vehicle, product quality and price is not the key to sales stagflation, restricting the growth in Chinese sales of BMW's fundamental reason for this is that buyers hesitate to BMW, they have lost on BMW old faithful followers of the faith.

"BMW is wrong!"

20 June 2005, at the Shanghai Oriental Morning Post, hit a BMW is the exposure of human case, which was hit by a drunk driver hit by BMW's car accident. Since 2004, this alarm is gradually increased.

Beijing BMW campus hit man case, Harbin BMW hit man case, Changsha BMW hit man case, Xi'an BMW Lottery case, Guizhou BMW only channel case, donkeys Hafen horse case ... If true, subsequent jiaozhen list also has a long article. Let these dazzling event erosion BMW high-end brand image, what is the competition's malicious made mistakes or BMW PR incompetent?

Interestingly, an international top-class luxury car brand, came into China for several years, has been in the organizational structure does not have a formal public relations departments. This incredibly cases end in early 2005, a history of life this year took up shortly after the BMW China CEO, a dedicated government coordination and strategic policy sector was established in Beijing. The Department is responsible for the Chinese people Lu Yi.

It is worth noting that although BMW China set up already 2 months, but in fact, its organisational structure has been improved. History of life is essentially guanggansiling, BMW China Representative Office and the BBA's original architecture remains unchanged. While BMW PR departments set up BMW China was established, a new management organization structures of the first action.

So it is not difficult to understand why BMW rich owners out there making trouble, BMW, BMW China ignored and do not have a dedicated PR departments for event coordination and media communication. In addition, BMW is also rarely a big advertisement, it's in the spread of brand image, basically in a situation of too undisciplined brand management, make this the "ultimate driving machine" brand image started to seem a bit ugly.

BMW does not understand, as advocated by Ogilvy, brand management is 360 ° Omni-directional, from the brand design, the front of the raw material procurement, manufacturing, sales, use, maintenance and after-sales services of the entire link, are brand management cannot be ignored. Although the owners of hooliganism and BMW produced car quality is not bad, but also the nature of the event will give the public a bad signal radiation — buy BMW's human quality deterioration, lies that many will become truth, when BMW vehicle accident events in the media exposure and more, the BMW Group in the public image of the perfect natural some pieces.

Ugly brand will affect people buying mood, thus eventually linked to the sales of the brand itself. In fact, BMW in China for nearly two years of the day is not good too.

In 2004, the BMW Group in the Chinese mainland market sales 15829, 2003 declined 15.3 per cent. From greater China area, the BMW Group sales declined last year, 24321 10.2%, in 2003 this figure as 27084. Year, BMW Japan as Asia's largest single market sales for the first time, more than 5 million, and the growth rate of 6.5 per cent. China has become the only BMW Asia 2004 sales downturn in the global market, BMW 9.4% of retail, sale of 121 million cars at the same time, the Chinese market of abject failure ugly.

BMW inherent brand appeal, vehicle, product quality and price is not the key to sales stagflation, restricting the growth in Chinese sales of BMW's fundamental reason for this is that buyers hesitate to BMW, they have lost on BMW old faithful followers of the faith. Many buyers think that driving a BMW will appear not steady, exaggerated and luxury, many people believe that BMW gives too many upstart special car image that gives people the feeling of not enough humility, driving a BMW will give us even a lot of pressure.

This situation let BMW Group Chairman rachmuth • punk was very worried, and he hoped that BMW is a high-end brand, but do not want to give people too extravagant, only belong to the minority-owned, so in 2004, it has always been strong BMW price price, hope to be able to get all the way down to inject a dose of BMW in the arm. However, the response has not been on the market as they wish, throughout 2004, BMW China are thin taste of a market, deep chill.

Punk obviously do not want to see the fall down of BMW,. With the BMW partner organization structure and power and market re-layout, BMW is going to start in 2005, remodeling yourself some loss of brand image, brand more affinity to confront the Audi, Mercedes-Benz and Cadillac luxury brands such as crossfire.

For the past few years, BMW is too arrogant. It like other multinational brand as your own brand appeal too confident, or a brand crisis, it is either Faire events development, want to dilute all the time, or that their brand positioning in space, not competitors, is not a replacement for any of the "If you do not buy brand ugly, there will be other people to buy, since the production of BMW for a year is not enough to achieve marketing."

This sentence has let BMW complacent discourses of last the arrogance that has been committed to reform in the punk band has completely extinguish. BMW positioning in the "driving pleasure and delight," in this orientation in space, BMW has been affected by Audi and Mercedes-Benz challenge, competitor and a replacement had appeared, and become strong, feel BMW start suffocating sense.

In this time of life and death, if you continue to let Po

Horse brand of ugly, BMW China might really have no chance of a comeback.