Challenging sustainable mobility with sheer driving pleasure.

BMW is the leading international brand for progressive, aesthetic high-performance vehicles.

Since 2021, the company also consistently strives to achieve the same for sustainable mobility; BMW wants to become the most successful and sustainable company in its multi-layered sectors worldwide.

Marcus Podorf | Strategy Advisors & Ventures

The challenge

±560,000 leads and customers, various segmented target groups in direct contact with the company, are to be made aware of BMW’s repositioning towards sustainable mobility – and its establishment is to be made even stronger, even more successful with the new BMW i4 and the new BMW iX.

The BMW i4 and BMW iX are also the BMW pioneers of the electric age, groundbreaking innovations that will one day characterise every BMW. Both new model series launched at the end of 2021 are the BMW models that underline and technologically manifest the ambition to gain a global market share of 50 %.

A holistic charging concept accompanied their introduction, with stationary solutions at home and flexible on the move – linked to the MyBMW App and every new BMW.

The solution

BMW’s existing and prospective customers were addressed individually and in person according to segmentation with direct mailings, e.g. at home and their workplace.

As a proof point for repositioning, BMW’s 100 % electric milestones are briefly presented – accompanied by powerful, atmospheric images of the BMW i4, BMW iX, BMW home and away charging solutions and the MyBMW App.

Overall impact

BMW overtook Tesla as the EV market leader in Europe in 2024, supported by models like the i4 and iX.

2024 also marked BMW’s record-breaking EV milestone, surpassing e.g. ±51,000 electric vehicles sold in the U.S. alone: nearly half of them were i4 models.

‘BMW overtakes Tesla as it leads the EV market in Europe for the first time ever.’ – Fortune.com, Aug 2024

Value contribution

Overall, from 2021 to 2024, BMW has demonstrated a positive trajectory in brand image development, driven by strong sales performance, strategic expansion into the electric vehicle market, and initiatives that reinforce its brand heritage and appeal.

BMW delivered approx. ±172k purely electric cars in 2022 (+451.68 %) and more than ±330k in 2023 (+92 %).
The MyBMW App has roughly ±13m users in August 2024.

BMW BEV (Battery Electric Vehicle) deliveries

2021: 31.179
2022: 172.008 (+451,68 %)

The innovative BMW i4 and BMW iX in particular played a major role in this achievement, enjoying an extremely positive response.
Just in time for its 50th birthday, BMW M had a record year in 2022. The start of the electrification of the model range was a key success driver: the highest-volume, best-selling BMW M model in the 2022 reporting year was the all-electric BMW i4 M50.

2023: 330.197 (+91,97 %)

The BMW i4 was one of the main contributors to this success.
For BMW M, the i4 M50 was once again the highest-volume model.

BMW i4 deliveries
2021: Not disclosed
2022: Not disclosed
2023: Not disclosed
2024: To follow

BMW iX deliveries:
2021: 2.638
2022: 39.130 (+1,383.30 %)
2023: 50.989 (+30.3 %)
2024: To follow

Responsibilities

Strategic and operational planning
Leadership for brand and integrated marketing excellence
Direction and delivery excellence

Scope of work

Delivered in 2021
3-4 months project TAT
Agencies: media.monks x THE MARCOM ENGINE

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