I’m not one to care for brand image, prestige and so one but I am aware of what a BMW badge can mean to some.
To the Chinese though, the BMW brand means more than it does to others and this is because the Bavarian brand has become the People’s republic favorite.
In order to achieve this highest of distinctions, BMW has had to steal fans away from even more established brands such as Rolex or even from technology’s newcomers like Apple.
The news doesn’t come from BMW but from Clear Asia, a Hong Kong-based brand consultancy.
Clear Asia determined that the success of BMW in front of other powerful brands, particularly those of the car world like Audi and Mercedes was to be found in their personality.
BMW appeals to Chinese customers as a car maker which has a confident, exciting and sophisticated personality.
The news gets better for BMW as we’ve found that when the study was taken to a global level, the German ultimate driving machine maker came in third.
What I find particularly interesting about this BMW “award” is that it may be mostly related to the unprecedented success of the recently launched 2012 BMW 1 Series M Coupe.
A return to the small, lightweight gloriously handling sports car, the 2012 BMW 1 Series M Coupe is simply, a non compromised vehicle.