Entering April, China’s domestic epidemic prevention and control situation continues to improve, and the spread of local epidemics has basically been blocked. The production and living conditions in various places are gradually becoming normal; under the background of continuing to prevent the sporadic sporadic cases of local cases and the spread of imported cases abroad, many places are gradually restarting economic activities with the support of the local government, and the overall consumption atmosphere of the auto market is also the same. It is also gradually recovering.
On April 2, BMW launched a new brand campaign in China with the theme of “blue sky and white clouds”, showing people’s desire to breathe freely under the blue sky and white clouds to welcome spring under the current situation; at the same time, BMW’s new round of distribution The dealer support plan – “Huanxin Plan” has also been implemented to BMW dealers across the country.
These measures express the BMW brand’s keen perception of the mentality of Chinese society and its positive fit with the changes in China’s consumption environment, reflecting the BMW brand’s commitment to bringing more personalized and emotionally resonant brand experiences to customers in the digital age.
Gao Le, President and CEO of BMW Group Greater China, said: “With the progress of China’s fight against the epidemic, BMW’s epidemic prevention and control work in China can be divided into two stages. After the outbreak of the epidemic in January, BMW immediately entered the “battle” ‘Status, at this stage, BMW has implemented a package of measures to protect the health of employees, actively donate to support front-line medical staff, and maintain business operations through a series of means, including strengthening financial support for dealers, continuing customer service through online channels, etc. .”
“With the gradual improvement of the epidemic prevention and control situation, we have entered the second stage to guide business operations back on track, that is, to resume business operations in areas where the market is recovering while ensuring the safety of employees. So far, BMW has Implement a new round of measures at the level of sales, after-sales, financial services and marketing communication, and support dealers to gradually achieve a business operation level that is suitable for the local epidemic prevention and control situation,” Gao Le added, “Entering the second stage, we must not only To revive the business, we must also regain confidence. This week, we will launch the ‘Blue Sky White Cloud’ brand plan, hoping to bring confidence to everyone and resonate emotionally with consumers.”
The new “blue sky and white clouds” brand communication welcomes the warmth of spring
BMW’s new brand campaign is based on the theme of “blue sky and white clouds, will arrive as scheduled”. “Blue sky and white clouds” is a nickname given to the BMW brand logo by Chinese consumers based on the two colors of blue and white. This poetic metaphor is widely circulated among BMW fans and is deeply rooted in the hearts of the people. This brand campaign takes the image of “blue sky and white clouds” as the core, showing people’s yearning for life to return to normal under the current situation, eager to embrace the mood of living freely under the blue sky and white clouds, as well as people’s yearning and confidence in completely defeating the epidemic.
The new BMW brand identity embraces the digital age
Along with the “Blue Sky White Cloud” brand campaign, a brand-new brand identity of the BMW brand was also launched. The three-dimensional metallic BMW logo that has been in use since 1997 has become flatter and more transparent. The new brand logo reflects the customer-centric brand philosophy of the BMW brand in the new era. The two-dimensional design style highlights more open and clear visual characteristics, and welcomes every customer and fan into the world of BMW with a very friendly attitude. .
The new brand identity provides greater flexibility for the numerous digital touchpoints that consumers experience in their daily lives. Through such a new logo, the BMW brand hopes to better meet the digital transformation, show a more personalized brand attitude to the younger generation of customers, and better meet the deep needs of contemporary customers in terms of lifestyle and emotional resonance.
The launch of the new brand logo reflects that the BMW brand has changed from an automobile brand to a technology brand, a brand that focuses on interactive relationships, and a brand that focuses on people. With the launch of the new brand logo, the BMW brand will continue to be synonymous with cutting-edge personal mobility and pure driving pleasure in the future.
This new brand logo was officially released in China on March 16. The identity will be mainly used for promotional print, digital platforms and marketing activities, and will not be applied to BMW bodywork. The existing brand identity of dealership stores can also remain unchanged.
“Huanxin Plan” integrates resources to support market recovery
As of now, about 95% of BMW dealerships have resumed business, and the flow of showrooms is gradually increasing. In order to create a better business situation during this period and support the market recovery, BMW launched the “Renewal Plan”: according to the actual needs of different customers, a series of sales and after-sales policies were launched to ease the pressure of new customers on car purchases and provide new benefits for existing car owners. Provide safe car support. For potential customers who hold money to buy and those who want to upgrade their cars, BMW designs different financial tools and upgrades existing gift packages according to the market segment of the model; After-sales discount activities for the series of models to ensure the safety of the car.
