BMW’s new i8 is a cutting edge vehicle using new technologies to make it the among the most impressive hybrid electrics on the road. However, few vehicles capture the public’s imagination without great advertising campaigns and, in Germany, the maker seems to be making an impact with the i8.
According to a study by Pulse, a German market research agency, 44% of German car buyers were aware of BMW’s i8 advertising campaign in Germany and that it reinforced the future competence and “coolness” of the BMW brand.
That number rises to 58% when only BMW owners are polled. Additionally, Audi, Mercedes-Benz and Toyota drivers came in above the 44% mark, which indicates that the i8 campaign is BMW is impacting drivers of competing brands. (more…)