Will your ad spending be up or down in 2001 compared with 2000, and by what percentage?
BMW's ad spending for 2001 will be up substantially, but I will not divulge by what percentage.
What media mix do you expect for 2001? How does that compare with 2000?
Our current media mix is approximately 50 percent TV, 25 percent magazines and 25 percent other media combined. We expect that to remain fairly constant for next year, although magazine advertising could grow.
Is the Internet still a good marketing tool for you? How will you use it in 2001?
The Internet is a fabulous tool. Eighty-five percent of current BMW owners researched their purchase on the Internet. We will use the Internet aggressively next year.
How do you expect rebates and incentives to affect your marketing budget in 2001?
There are currently no rebates or incentives on our vehicles. Therefore, we expect them to have little or no influence on our marketing for 2001.
What is the biggest launch you have coming up for 2001? When will it be?
We will be launching a new 7 series, either at the end of 2001 or at the beginning of 2002. To market these vehicles, we will use a personalized, highly targeted approach.
What is your major marketing challenge for 2001?
With so many great products, our biggest challenge for 2001 will be to focus our marketing on the most significant vehicles instead of spreading the wealth.