Maybe FORD Should Copy BMW in Selling the Falcon ????

[csv8]

BMW lays buyer concerns bare
Joshua Dowling
April 28, 2012
Read laterComments 105

BMW's new high-performance M5, only uses 9.9L/100km.
Luxury brand BMW has taken the unusual step of printing thousands of brochures that highlight "popular" concerns about its cars.

"Six Popular Misconceptions About BMW" is being sent to prospective buyers who have never owned a BMW before.

The issues are dealt with under the headlines: "Other cars are more reliable", "A BMW will cost me more than other cars", "You're on your own once you leave the showroom" and "Sporty driving burns a lot of fuel".

A spokesman for BMW Australia, Piers Scott, says the promotional material was not intended for existing customers or the media.

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Could the campaign could backfire? "I will leave it to you to determine if it backfires,'' he says. ''I would suggest it's a novel way of communicating these topics."

BMW Australia says it adapted the idea from a similar campaign in Germany.

"Misconceptions apply to any premium marque," Scott says. "One thing we do find about our vehicles is the misconception about fuel economy … we are the most sustainable car company according to the Dow Jones Sustainability Index."

Regarding the perceived high price of its vehicles, Scott says: "We are left off a lot of fleet-tender lists - especially where state government fleets are concerned - on the basis of the badge alone. But when you look at whole-of-life costs, we work out better than many mass-market cars."

Regarding fuel consumption and sporty driving, Scott concedes there are many more fuel-efficient cars on the market. But, he adds, many buyers would be surprised to learn one of the world's fastest four-door sedans, the twin-turbo V8 BMW M5, has a fuel economy average of 9.9 litres per 100 kilometres.

That figure, of course, goes out the window when the car is driven enthusiastically. "But that's true of any vehicle," Scott says.

As for concerns about customers being neglected after they've bought a vehicle, Scott says: "I would suggest it's a way of allaying potential concerns that your service and after-sales experience would be a costly or inconvenient one when the opposite is true."

BMW Australia says it did not conduct a study before issuing the brochures. "No research prompted this. It was more instinctive," Scott says. He says "thousands" of the brochures would continue to be sent to prospective buyers.

[Bossxr8]

Might be a good idea for Falcon.

[Cheese3]

Being employed by a car company, i always take note on our competition methods. BMW always seem to hit the nail on the head. This is my favorite one, it was used when the GFC hit when people wern't buying as many new cars and might consider 1-2 year old used one.



*edit* i just read they made a slight change to the original version. so i relinked the original

[Buntz]

Originally Posted by Bossxr8

Might be a good idea for Falcon.

Might be vital for Falcon.

[Joe5619]

Good on BMW for doing this... Maybe Ford could learn something here?

[ZA-289]

Originally Posted by Cheese3

image

Thats ******* excellent!

[jpd80]

Old Harold Scuby would be out of his chair claiming that the ad is performance linked.

[dylancox]

Originally Posted by jpd80

Old Harold Scuby would fall out of his wheelchair claiming that the ad is performance linked.

fixed

[Angeldust]

you do pay for the BMW experiance though..

The higher price of fuel and rego on my v8 is offset by the higher servicing costs of the bmw. They work out almost even to run on a daily basis.

[jpd80]

The difference is that in other parts of the world like Europe and USA, BMW is not an overly expensive marque.
It's our strange Aussie market with huge mark up on any worth while product that gives us a distorted view
of the world's luxury cars. Lexus Rx, $80K here but $36K in the US and the list goes on and on.

[rancidpunx]

Im not a huge fans of beemers but they seem to have their heads screwed on and certainly make decent cars. I would suspect that this line of advertising is to explore and encourage potential new buyers. I find most existing BMW owners are loyal to the brand.

CHEESE - thats gold. I also like this ad
There are a bunch of Audi billboards about that BMW have one close by that have responded directly to each other.

[No.6]

They are all in response to eachother. The bentley ad is my fav

[CFOUR]

bentley ad is my fav

[Ben73]

I love these ads. Bentley one is awesome.


BMW's are awesome. I would own one in a second.
I have liked them for quite a while.
A black E39 M5 would sit nicely in my Garage.
Or a current model black LWB 7 series.
Or a black x5m

[Nikked]

delete

[EDManual]

haha, nice ads!

[4.0i OHC]

I'd love it if Ford sold their product like that.

Regarding billboards, there's a Merc C Class that I find funny (even though I hate Mercedes Benz with every bone in my body). It shows the C Class sedan, coupe and cabrio with the caption "The only 3 worth considering".

[babyf6]

[/QUOTE]CHEESE - thats gold. I also like this ad image
There are a bunch of Audi billboards about that BMW have one close by that have responded directly to each other.[/QUOTE]


Could see holden and ford replace the audi and beemer respectively