BMW Strengthens Customized Marketing for Customers
BMW Korea is strengthening ‘customized premium marketing’ for Korean customers.
According to BMW Korea on the 27th, it operated “BMW Excellence Lounge” in Seoul in May and Busan this month. The BMW Excellence Lounge is a private event designed to provide BMW’s unique cultural experience to BMW members, BMW Luxury Class models, and potential customers.
Participating customers will be able to see the Golden Thunder Edition of the flagship Coupé New 8 Series along with the Docent Tour, which will watch BMW luxury class models such as the New 7 Series, New 8 Series and X7. In particular, the New 8 Series Golden Thunder Edition is one of the top 13 limited models in Korea, and the contract was first made for customers invited to the Seoul and Busan Excellence Lounge.
In addition, concerts and cultural and artistic programs reflecting the lifestyles of BMW luxury class customers were also operated. Performances and talk concerts under the theme of “Culture and Music” were followed, and famous artists such as singer Kang Hyung-ho, cellist Park Yoo-shin, soprano Park Hye-sang, musical actors Ok Joo-hyun, Kim So-hyun, and Son Joon-ho were invited. Various lifestyle course programs that will inspire everyday life in line with the characteristics of consumers also drew attention.
In addition, it provides a variety of customized premium services such as BMW Excellence Club and M Citizenship Program.
BMW Korea’s customized marketing strategy is continuing to expand sales. In the case of BMW luxury class lineup, a total of 3,171 units were sold from January to May this year, up from 1921 units year-on-year. As of May, cumulative sales of BMW M models have already exceeded 59 percent of previous year’s sales.