Since the core target groups are or would like to be perceived as 'in the know' drivers that appreciate fine automobiles we address them with sophisticated charms as somewhat mature (though aware of trends) individuals and supply only substantial information. All communication measures formulate the emotional expression of sheer driving pleasure and present the product in a pure, dynamic and highly aesthetic way.

High involvement of BMW Dealer Organisation was the first step to success. Almost 100% of BMW Dealers took part in the BMW 6 series POS campaign, The intended purchase rate in the launch phase was completely fulfilled.