BMW wanted to move beyond its yuppie image in order to attract buyers from the affluent car market, 75 percent of whom were not considering a BMW purchase. The new advertising campaign emphasizes that BMW is a "company of ideas" and its cars are built for the "creative class." This repositioning moves BMW from an attributes position strategy to an applications position strategy.

Question

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This repositioning moves BMW from an attributes position strategy to a values position strategy, as it shifts the focus from the physical attributes of the cars to the values and lifestyle of the target audience, the "creative class."

BMW Wanted to Move Beyond Its Yuppie Image in Order