Buying a car has never been a walk in the park. But in New York this week, at least looking at BMWs can be that simple.
BMW is displaying its brand in all sorts of new ways these days, including its retail store in Paris and new licensed goods ranging from baby strollers to watches. And now, BMW is bringing its brand to a pop-up experience near you ? at least if you live in New York, Rome, Dusseldorf, Tokyo, London, Paris or Shanghai.
The Born Electric Tour, on behalf of the BMW i sub-brand of electric cars announced last year, and featuring glimpses of the brand's future, opens today at Bryant Park in New York, through Saturday. Vehicles on display include the BMW i3 Concept, the BMW i8 Concept Spyder, and its "future mobility services" that reflect the company's vision for urban transportation.
It's the latest stop on a year-long global tour that kicked off in Rome in June. The goal is showcase the?BMW i?series in a series of pop-up events in seven cities, including Dusseldorf, Tokyo, London, Paris and Shanghai. It's no accident that the tour is visiting only a handful of the largest and most important metropolitan areas in the world's most significant and populous markets.
BMW's brand vision is to be fielding a line of vehicles that ? whether conventionally gasoline- or diesel-powered, or electric-powered ? meets the performance as well as fuel-economy needs of the demanding BMW customer. And more often than not, that customer is found in the world's the top urban centers.
To help make sure BMW remains on the forefront of digital technologies that are reshaping automotive transportation, last year it launched BMW i Ventures, a new New York-based venture-capital fund and tech incubator to develop mobile apps to use in and with its "sustainable" new electric vehicles.
Increasingly, BMW and other brands also are bringing a strong digital element as well as experiential factors such as pop-ups into their retailing. BMW, for example, last spring launched a concept called Future Retail with the grand opening of its first new BMW Brand Store in a luxe pocket of metropolitan Paris.
Jaguar Land Rover, Audi and Nissan are among the other brands experimenting with digitally-enhanced showrooms.
Source: http://feedproxy.google.com/~r/Brandchannel/~3/qVL6zybCElM/post.aspx
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