Business Challenge
Introduce the first “cruiser” in BMW’s 100-year history. The category of motorcycle dominated by Harley Davidson, particularly known for its model, the Fat Boy. BMW historically stayed out of the cruiser category, popular for “posing” and “looking cool,” something BMW felt its high-performance minded riders rejected outright.
Target
40+ year old (new emerging market) riders who want Harley’s brand-cool factor, but can’t deny BMW’s performance/safety.
Customer Insight
BMW faithful, and Harley loyalists, harbored surprisingly positive feelings about each other’s brands. Harley riders revealed frustrations and compromises in performance that they tolerated in exchange for the cool factor of “being” Harley. BMW riders, never to concede it publicly, regarded Harley as the cooler bike they coveted like a scarlet mistress. I determined that the key insight emotion to leverage was: BMW riders acknowledgement of the secret torch they carried for Harley. And to use that attitude to express a deeper affection for the performance that drives BMW loyalty. This, in turn, would gain the attention and respect of Harley riders who secretly craved what their bikes could never deliver: BMW’s unparalleled engineering.
Strategy/Brand Positioning
The Ultimate Cool Machine. Position and introduce the BMW R1200C the cruiser with every bit of cool that this performance/safety-conscious market wants.
Creative Solution
Surprise Harley and BMW riders and prospects with a retro beauty-beast, a BMW cruiser. By definition, the first high-performance cruiser. But sell it as a cruiser rider would wear it: on his emotional shirtsleeve: with an edge and attitude of shocking cool in a very un-BMWish challenge to Harley: Eat this, fat boy.
Results and Business Value
Created buzz in marketplace. Redefined image of BMW in Cruiser-minded prospects. Changed the conversation. Produced record sales for BMW in new-product launch. Gave BMW confidence and momentum in expanding their line without compromising their performance heritage.
To set up a meeting and learn more, contact janzlotnick@gmail.com
To set up a meeting and learn more, contact janzlotnick@gmail.com