BMW takes brand battle to rivals with experiential sell

Singapore distributor Performance Motors is reportedly spending almost S$2 million (US$1.2 million) for the launch, which saw a pavilion -- dubbed the 'Dynamics Lab' -- erected at The Padang, displaying its new BMW 325i and BMW 320i. The pavilion will stand for a 17-day period, serving specially concocted cocktails and mocktails in Petri dishes, beakers and test tubes. VIPs and ambassadors will view the new model first, followed by invited corporate guests. From March 18, members of the public can visit the pavilion, but by appointment only. "The pavilion has been devised to provide, through face-to-face communication, an intense experience for the customer," said a Performance Motors statement. "By removing the distraction of surrounding buildings, and placing the pavilion against such an inspiring city skyline vista, the customer is treated to an extraordinary BMW 3-Series experience." Marking the fifth generation of the BMW 3-Series, the new model sports a number of new features, including greater engine power and reduced weight. The 320i retails for S$155,800, and, together with the 325i, competes with such marques as the Audi A4 and Mercedes C-Class. In Singapore the 3-Series is particularly popular, accounting for 40 per cent of the almost 3,000 BMW cars sold by Performance Motors in 2004. The Dynamics launch comes after a similarly creative approach was employed to roll out the 6-Series in Singapore last year. In that case, the model was launched at the ModLiving furniture showroom, where guests met with the design head of BMW Group, Chris Bangle. The 3-Series launch is the first stage of a phased campaign to introduce the new marque to Asia. It comes with Lexus ramping up its GS300 campaign, and Mercedes-Benz rolling out a 'Mercedes-Benz & Me' campaign across Asia-Pacific.