There’s a shift taking place at BMW and I can’t help but wonder if this will be a mistake or an act of brilliance for a company that has inspired car lovers and fans globally, including the largest car club in the world and more than 800,000 Facebook fans (for those who measure brand impact in social media).

The strength and reputation behind the BMW brand is indelible – when you buy a BMW, you are buying a premium, high performance automobile that is packed with power, luxury and innovation, creating the Ultimate Driving Machine. Or are you?

BMW has shifted its marketing recently, infusing “Joy” as its primary message and indicating, “from this word a company was built.” They are “guarantors of enthusiasm, fascination and goose bumps.”

I’ve owned a BMW for many years and as an avid car racer, I appreciate the feeling of goose bumps; however, I’m not sure that I would personally seek out a brand or recommend a brand for the goose bump factor.

This is why I’m not surprised to see the reaction to another shift in BMW’s strategy – the move to front wheel drive. Here are a few comments that were shared on BimmerFile

“If BMW goes down this road then they too just become another nebulous amalgamation of brands, labels and products that have no consistent overarching philosophy, which at least used to be “The Ultimate Driving Machine”….which by definition is NOT FWD!”

“Why do I get the feeling that right now lots of BMW fans are letting out a collective groan. Kinda sad to see the move to FWD BMW personally, it’s a rather significant move from their history but likely one they felt needed to happen. I wonder how it will shift the perception about BMWs.

“I think this is a mistake. This makes me less likely to buy a BMW in the future. I thought they learned their lesson about going down market with their brand….Let’s be honest, when you buy a BMW you expect some exclusivity. It is part of what makes the brand desirable.”

Brands form and become entrenched in our marketplace because they inspire consumers to engage with the company – to seek out the brand, select the brand and to recommend the brand to others.

Long-lasting brands are very consistent in providing products and services (underpinned by a set of values, an inspiring purpose and a corporate culture) that characterize and support what the brand is trying to achieve. While BMW suggests that that they are trying to bring their brand promise to life in an emotionally compelling way, it’s the underlying actions that followers will really pay attention to in terms of whether or not a company is truly exemplifying its brand. BMW consumers and fans will need to believe that the shift in product strategy will continue to support the brand they have come to know and love for decades.

Coach Kevin’s Challenge:

  1. Clearly state your brand promise. Check with five colleagues to see if they state your brand promise in exactly the same way.  If not, get your organization very clear on what you stand for as a company and the value you bring to your customers.
  2. Describe five things you do as organization that enhances your brand. Commit to doing them even better.
  3. Describe five things that detract from the positive perception of your brand.  Ask your customers for feedback on what you need to do better in support of your brand. Commit to fixing.