NEW YORK -- BMW packed the upcoming 7-series sedan with new-age technology such as gesture controls, tablet computers and massaging seats, but all that gadgetry actually posed a challenge to the brand’s marketing team: How to fit it into a 30-second ad?
That’s why BMW made sure to let potential buyers see its glitzy flagship sedan in person, through special, closed-room events this year before its press and public introductions.
After all, hearing about the 7 series’ “Rear Executive Lounge” package with massage seats and extended rear legroom is one thing. Seeing it firsthand is another.
“We need to make sure we’re grounding this with real experiences,” Trudy Hardy, vice president of marketing for BMW of North America, said during the Automotive News New York Marketing Seminar on Tuesday. “These are premium luxury automobiles, and it’s important for people to get behind the wheel and experience them.”
Other speakers at the event included Tony DiSalle, U.S. vice president of Buick and GMC marketing; Alan Bethke, vice president of marketing for Subaru of America; Russell Wager, vice president of marketing for Mazda North American Operations; and Andre Oosthuizen, vice president of marketing for Porsche Cars North America.