BMW F49

Positioning and Concept.

Beijing, September 24th , 2015

Objective:

Becoming
the best-selling car
in the compact SUV market.
Challenges:

We see some serious threat and barriers.

The premium compact SUV market is fragmented and
threatened by the base car segment at the same time.
SOPHISITICATION

TIGUAN

Evoque
URBAN RURAL

E84

Q3

GLA
NX

PERSONALITY
BMW is facing a downtrend towards the relevance with
youth market.

What are they

perusing in
life?
How can we
engage them?
The launch of GLA Fearless received
overall top result, can we surpass that?
Motif testing Brand Identity Ad Evaluation
10 20 30 40 50 60 70 80 90 10 20 30 40 50 60 70 80 90

through
Cut-
Joy of driving Uniqueness
Joy Attention
Differentiators Brand Identity

Joy of living
Overall
Dynamic

Sporty

y
Likeabilit
of music M
GLA Young M
"Fearless" of model
TV (Jul '15) Aesthetic
Credibility
Innovative Clear message
Dynamic,
Interesting M
Dynamics

Fewer Emissions
Efficient

Dynamic, Lower Brand consistency M

Fuel Consumption
"Fearless" Dynamic, Info seeking

Activation
Premium Brand Foundation

Eased Conscience
Willingness to spread M
Top 20% TV
Exclusivity
Further internet search*
BMW motifs
Low 20% TV Safety Boldness
competitor motifs
Top 20% TV Service Surprise

MAYA
competitor motifs
Min/Max Quality Intelligence
M
set by tested ad
Sustainability Entertainment
M

Q18/ 20 ff.: How do you feel about the ad? What does this ad tell you about the brand? *Scale 1-4 / Top-Box (4) / in %.
Page 6
BMW Communication Monitor China July 2015, AU-2. Base: Total sample / Top-2-Box / in %.
What F49 may offer to
overcome the challenges?
F49 comes with many new features and most of
them are unique in the segment or even better.
With the best-in-class product offerings,
F49 is able to attack in a larger competitive market.
PRODUCT HIGHLIGHTS COMPARISON

F49&COMPETITORS

F49 HIGHLIGHTS
Car Size (L*W*H )
LED Headlights
Head-Up Display
Connected Drive
8.8-Inch with Touch iDrive Controller
Drive Dynamic Control ( new )
Electric Tailgate ( new )
Auto Parking ( new )
Driving Assistant ( new )
Rear Seats Sliding
40:20:40 Split
Flexible Trunk Space
Smart Opener
BMW X1 Benz GLA Audi Q3 Landover Evoque Volkswagen Tiguan
4484*1798*1577 4452*1804*1535 4385*1831*1589 4365*1900*1635 4433*1863*1686
- - - -
- - - -
- - - -
- - - -
- - - -
- -
- - -
- - - -
- - - -
- - - -
- - - -
With the best-in-class product offerings,
F49 is able to attack in a larger competitive market.
F49&COMPETITORS
F49 HIGHLIGHTS
Car Size (L*W*H )
LED Headlights
Head-Up Display
Connected Drive
8.8-Inch with Touch iDrive Controller
Drive Dynamic Control ( new )
Electric Tailgate ( new )
Auto Parking ( new )
Driving Assistant ( new )
Rear Seats Sliding
40:20:40 Split
Flexible Trunk Space
Smart Opener
PRODUCT HIGHLIGHTS COMPARISON
BMW X1 Benz GLA Audi Q3 Landover Evoque Volkswagen Tiguan
4484*1798*1577 4452*1804*1535 4385*1831*1589
More Spacious 4365*1900*1635 4433*1863*1686
- - - -
- - - -
- - - -
More Innovative
- - - -
- - - -
- -
- - -
- - - -
- - - -
More Practical
- - - -
- - - -
Best offers,
conquer and restore the order of the segment.

Evoque

F49
Best-in-class product
Q3 offerings in the segment GLA

Tiguan
Best offers
conquer and restore the order of the segment.

Evoque

F49
Best-in-class product
Q3 offerings in the segment GLA

Tiguan
What role can F49 play as a
segment leader ?
China is heading towards a consumerism society,
where personal power and pleasure are being
more and more valued.
Hedonists, Socialrationals and Selfdirected
consumers are increasing in China.

Self-directeds:
Freedom
Self-reliance
Authenticity
A universal pain
of growth
shared by both
80s & 90s.
High risk society
Lack of social infrastructure
Lack of experience to pass
from last generation
Failure in education
Lack of belief
In a high-risk society where they got no one to turn to and no one to learn from,
as a segment leader, we have the obligation to :
In a high-risk society where they got no one to turn to and no one to learn from,
as a segment leader, we have the obligation to :

Inspire & Empower

In a high-risk society where they got no one to turn to and no one to learn from,
as a segment leader, we have the obligation to :

Inspire & Empower

Not just as F49, but as BMW X1,

a unique identity that is relevant to the China Youth,
which will ensure a sustainable growth and connection for BMW as whole.
In a high-risk society where they got no one to turn to and no one to learn from,
as a segment leader, we have the obligation to :

Inspire & Empower

Not just as F49, but as BMW X1,

a unique identity that is relevant to the China Youth,
which will ensure a sustainable growth and connection for BMW as whole.
Who are we
talking to?
 Same same, but different
Limited materials, enjoy more
outdoor activities with friends
Less certainty, back & forth,
experimental
Struggle bt. collectivism &
individualism, idealistic
Past = power to learn
Self-Centered
Thinking oriented
think and setup target first
before actions)
Many materials, enjoy
international brands
Stability, enjoy the fruits of
open and reform
Take individualism and
materialism for granted
Past = fact of change
Self-absorbed
Action oriented
(Just do it, enjoy oneself)
Same same, but different

Self-
Oriented

Peruse of
personal
identity
A battle bt. X1 and GLA is a battle of
winning post 80s or post 90s.

If GLA is seen as
bold, can we seen
as bold &
Intelligent?

To portray a bit
more sophisticated,
image, a more
mindful lifestyle
may help us to be
more unique and
relevant to post 80s.
Listen to the
pioneering life
explorer to find out
how unique they are.
One life is never enough
Experience is the most treasured wealth

1984.09.05 1982.03.05 1981.10.18 1981.05.07 1977.12.13
KON

X1 & X1er




X1 X1er

Define the Define the
Segment Ideal Self
Benchmark
Constantly explore their life potential and expand exposure
Constantly upgrading their interests and skill, good better best
Curious about unknown, dare to try new things, learn from
failure
Idealistic Thinker & Doer Turn hobbies into work and turn work to be a lifestyle
Experience is the most treasured wealth, live many lives

Seize the moment, act now, no time to be wasted
Dream of changing the world, and willing to sacrifice for it
Explore their own reign and own benchmark
Its a journey to establish my own identity
through out the experience.
X1s Role: Inspire & Empower

Explore Identity I want to know who I am, what I

can be

Taking risks, try out, struggle,

Embracing Unknown
back and forth, live life to the
fullest

Learn from Experience Become more capable,

confident and strong

Finally find the direction,

Self-defined Future something to be persistent on
.. a journey from Prince to King

X1s Role: Inspire & Empower

Explore Identity I want to know who I am, what I

can be

Taking risks, try out, struggle,

Embracing Unknown
back and forth, live life to the
fullest

Learn from Experience Become more capable,

confident and strong

Finally find the direction,

Self-defined Future something to be persistent on
Define my own reign,
be the master of my
own destiny.

BMW X1

Brand claim:

!
The master of my own destiny!

Direct translation:
Explore the unknown to establish my own identity
Discussion: Role of X1

Explore Identity
Recognize their
confusions along the
Embracing Unknown
journey,
Inspire and Empower,
with encouragement,
Learn from Experience
tools, and
real peer stories.
Self-defined Future
Bookshelf
F49 - BOOKSHELF
Core Message The Master of my own destiny

Communication
Communication F49SUV
Positioning
Positioning
Statement
Statement F49
F49
F49

Reference Target Pioneering Life Explorer 25-35

Group

Moodboard

Tonality
Thanks
APPENDIX
A more rural and sophisticated offerings to differentiate the
positioning in the competitive set

As the entry level SUV, most of competitor focus

on urban scenario, while leveraging style as the
differentiated selling point in the early stage of
PLC..

To differentiated from others, F49 may shift more

to rural scenario with greater product features
while leverage style as different characteristics
to engage with consumers.
More outdoor lifestyle focus to youngsters who want to
enhance their self-stimulating experiences.
Product
As the entry model of X-range, and youngest consumer
among Xer, F49 has more vibrant and dynamic lifestyle
with bigger size and greater versatility, more close to
rural performance driven SAV.
People
Potential F49 consumers has wide-range of hobbies, more
into outdoor activities, self-stimulating experience.
To differentiate from other UKL+ models, F49 as Xer focuses
more on outdoor lifestyle, to enrich their life experiences

Dynamic

F20
F20 is the most urban sporty hatch
to fit your unique personality.

F48/49

Individual Family

F45/46
The perfect multifunctional vehicle
for young modern families

Comfort

Differentiated from F20 & F45/46