Steven Althaus, head of brand management and marketing services at BMW, told the Digital Innovators’ Summit in Berlin this week that “marketing will no longer be the department that puts lipstick on the gorilla. It needs to be about truth well told”.
Speaking about the company’s launch of the innovative i3 car, he outlined three imperatives that could impact the way BMW markets cars. He noted the shift from hardware to software, from car ownership to car usage, and from dealer sales to online retailing. “These are driving a major paradigm shift in marketing,” he said.
BMW’s carbon-fibre electric i3, hailed by Read full story ›
Source: The Drum
Industry News