German Car Zone

The BMW X vehicles appeal to differing demographics and occur at separate premium market segments. Each model In the BMW X series has unique design aesthetic and of course dynamic focus than the overall look leads you to believe.

The BMW X series which commenced with the BMW X5 led to the very first compact SAV in the premium segment that car was the BMW X3. Although universally received by the market. The BMW X3 received a poor introduction as the car was developed to be more of a companion to the later E70 X5 rather than the then-current E53 X5.
The BMW X3 was not as considered a product cannibalization of the X5 as the new larger E70 X5 would vindicate the smaller X3 which it did.
The media seemed to vigorously derise the X3's design aesthetic in which the customer understood the intention of the BMW X3.
And sales from early 2004 to today justify the acceptance of the BMW X3.

Every BMW X project is carefully considered and thouroughly devleloped through implementation of vigorous research and utilization of brand perception and identity.

BMW X1 is BMW's interpretation of the "urban" SAV.
research for this exciting new BMW Concept took everyone from design , engineering and marketing back to their youth.
Music, art , film , Memories , things like pure urbanism you have experienced in your life one of my particular favourites was 1995 New York City a street in East Village at night , busy , energetic , music , just people having a great time on a very warm evening to a current jazz bar in Munich - so much creativity gives a feel to urbanism .
Today urbanism condenses city life with the above but also in design and architecture and performing street art , eg. Parkour or free-running is an expression of urbanism.

The BMW X1 offers a new perspective as a compact premium Sport Activity Vehicle. Not only as the first of a kind in it's segment for the market but villifies the entire 1er model line as the more youth orientated BMW line. Research has shown that a greater percent of 1er buyers are (A) new to the BMW Brand (B) much younger customers than expected.
with the sportiness of the 1er Coupe and the Style of the 1er Cabrio being responsible in the past year for sales growth of the 1er product line.
The BMW X1 will fit into this product line as a more compact SAV aimed at a younger demographic . Professionals who dwell in projects that identify urbanism. Throw a Roadster in the mix and you can understand BMW's approach to extending it's entry model series at a time when downsizing is becoming a very common word.


There will be comparisions to why the BMW X1 is closer to todays X3 in terms of proportion and space?
The BMW X1 will not be another product cannibalization of the X3
But like the first X3 and the previous generation X5, the next X3 will answer that question.

The Concept BMW X1 expresses it's urban intentions by being a reflection to urban life in design , colour , aesthetic , energy and creativity.
An exciting new approach as seen by BMW as a Mobile communication statement.

To be honest this video and the image they are trying to give it..is awfully cheezy..
With the graffitti and all that..
So not BMW..

Liked the presentation of the 7er so much more, thats BMW to me..

Yellow ... a color of electric energy ... electric yellow.

Nice wheels. Remind me of the style 50 wheels

Yeah, well, that is because the X1 has a completely different clientele. Young, dynamic people vs old rich people.
Therefore, this color for the concept and the youthful presentation. Precicely right I'd say. Aiming it at the right people makes this car a hit, and BMW knows that better than any other brand

^At graffitti appriciating crowds?
Comeon man.. its cheezy..
There are better ways to market it to a young crowd..
How about emphasizing sportyness wich i guess it must have. since its a BMW
and must be a ultimate driving machine

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To be honest this video and the image they are trying to give it..is awfully cheezy.. With the graffitti and all that.. So not BMW.. Liked the presentation of the 7er so much more, thats BMW to me..

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Yeah, well, that is because the X1 has a completely different clientele. Young, dynamic people vs old rich people. Therefore, this color for the concept and the youthful presentation. Precicely right I'd say. Aiming it at the right people makes this car a hit, and BMW knows that better than any other brand

Exactly BMW have products in all segments of the market and each model is identified for a certain demographic.
With the 1er whether the hatchback , coupe or cabrio, the whole feel towards the marketing is a very youth orientated approach either with visuals and music to get the point across , and that point has got across as the 1er is very popular with young enthusiasts.
With such a car like the X1 we want to get the point across of how it is not any other SUV but a new approach to the compact segment in terms of looks , efficiency and sportiness, We want this the car for people that identify with urbanism and are lifestyle orientated and we are working on a campaign based on urban identity for the production car and we are talking to successful indviduals in such fields for example as skateboarding which could take in streetlife and web virals promoting the "Urban" BMW.

When you compare the 7er to the X1. They are really different ends of the spectrum both in place of market placement and marketing.
When you look at the last E65 launch we never really introduced the car we said here you go , make up your own minds?
With the new 7er we decided on a formal introduction to our new flagship and so far it appears to have paid off with the car being universally received by the automotive media.
The 7er is a very important car because it is everything we know about at BMW in our flagship , 7er sets the standards that will filter down to tomorrows models.

With the 7er BMW went for emotion to show how beautiful and graceful the new car has become. My favourite scene is when you see the 7er eclipse the sun. something that happened unexpectedly but adds to the sovereign uplifting visuals. Our next upcoming new model the Z4 will inherit more of a "kinetic" visual approach because it is a sports car and again a very different demographic.
Maybe also with the PAS or indeed a "Kinetic" approach could work for the flagship-in-waiting BMW Gran Turismo?

Each campaign does undertake a lot of financial commitment.
But if you have the creativity to know where you want to take the product and your heart beats in the right place then this is money well spent.

So it will be either hybrid or all electric? You said it will be a "shocker", does that refer to the look or the powertrain (only electric)?

Looks very promising!

Nice teasing campaign, with a clear message oriented to young, dynamic people!I always liked the unique way in which BMW approaches the launch of a new model, especially a niche one.