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BMW versus customers

2003-08-06 17:05:44.207557+00 by Dan Lyke 1 comments

BMW appears to be taking on online MINI enthusiasts. I love the "Let's let our legal team be an 800 lbs gorilla. Let's undo our enthusiast branding...." ad campaign.

[ related topics: Law Automobiles ]

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#Comment Re: BMW versus customers made: 2003-08-06 21:02:17.734704+00 by: ebradway

Volkswagen has been suing VW clubs for years for using Volkswagen or the VW logo (tm) in official publications (as well as going over folks selling VW logo merchandise).

Our local club manages to keep a good relationship with the local dealer. Of course, the president of the club bought a brand new Westfalia Eurovan and the week the dealer became an official sponsor of the club, five club members bought New Beetles.

Volkswagen has a love/hate relationship with the clubs. On one hand, they try to distance themselves from their image of inexpensive, under-powered, oddly constructed (all by American standards) vehicles. And on the other, they publish ads like the infamous 'So Long Jerry/Crying Bus' ad in Rolling Stone magazine. I'm sure BMW is going through the same loops. The sad thing is that it's their customers that they are hurting - and the core group of customers with alot of brand loyalty.