BMW goes back to its Bavarian roots with new luxury platform from Serviceplan

BMW is about to unveil a branding for its luxury models – Bayerische Motoren Werke – devised with big German agency Serviceplan Campaign International, based in Hamburg.

The new platform includes BMW’s 7 Series, the new BMW 8 and the new BMW X7 SUV.

BMW head of marketing and communications Uwe Dreher says: “Bayerische Motoren Werke as our signature of luxury reflects the boldness and courage of our brand to build the most exclusive vehicles of luxury motoring.”

Serviceplan group CCO Alexander Schill says: “We are proud to be the global partner of BMW when it comes to this important strategic shift, by positioning the pinnacle of the brand in the high end sector of automobiles. ‘Bayerische Motoren Werke’ is more than just a refreshed logo. It is a bold creative idea and rich platform, which elevates BMW into a language and world of luxury.”

Bayerische Motoren Werke AG is the actual name of BMW, founded in Munich, Bavaria in 1916. BMW already owns Rolls-Royce so the new move to centralise its luxury products is an interesting one. Serviceplan is part of a big international network although, oddly perhaps, it doesn’t yet have an outpost in London.

New platform Bayerische Motoren Werke will be officially unveiled at the Frankfurt motor show running from September 14.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. “Vorsprung durch mastubieren”.