The BMW Group presented its new flagship, the next-generation BMW 7 Series, to the world at BMW Welt in Munich on 10 June 2015: The BMW 7 Series luxury sedan sets new standards for lightweight design, driving dynamics, comfort, intelligent connectivity and operating systems, and opens new horizons in its class. The classic attributes of high-end sedans, such as luxury, comfort and status, are complemented in the BMW 7 Series in other areas that offer customers decisive added value, with more interior ambience, more personal well-being and more innovative functionality.
Global launch communications for the new BMW 7 Series are centred on the claim “Driving Luxury”.
Dr. Steven Althaus, head of Brand Management BMW and Marketing Services BMW Group, explains: “The new BMW 7 Series brings positive new aspects to the BMW brand. BMW M represents the “Future of Performance” and BMW i the “Future of Mobility”. The BMW 7 Series stands for the “Future of Luxury”. This thread runs through the entire campaign. Just as ground-breaking as the new BMW 7 Series itself, are the creative partners, settings and innovative approach we have chosen.”
The car is being positioned as “the contemporary luxury experience for the performance elite” – an idea expressed in all communication formats.
Advance communications got underway in mid-April 2015 to coincide with the first media preview, with an accompanying online campaign for selected product features (BMW Laserlight, Carbon Core and Remote Control Parking). Global launch communications begin on 10 June 2015.