Bavaria Automobiles: budgeting 50% more for marketing

“The percentage of revenue allocated by the Marketing Department is calculated on the basis of volume of sales, while the share of advertising in terms of total expenditures depends on the understanding reached with the producer,” said Gurarosie.

According to Automobile Bavaria’s strategy, advertising depends on the campaign or event at hand. “For companies or scheduled events, we think that radio is efficient, while to launch a new model or an image campaign we prefer newspapers, auto, business and lifestyle magazines over the internet, TV and outdoor advertising,” said the BMW official.

BMW’s favorite advertising method is print, used in some 50 percent of instances. “This is the easiest way to get to our public: its complexity serves both the necessary information about technology and branding.” BMW is currently carrying out a campaign on the X5. Bavaria Automobiles imports all three BMW brands: BMW, Mini, and Rolls Royce.

The BMW Group’s international revenues amounted to €50 billion in 2007. Founded in 1922, the company builds cars and motorcycles, and its motto is “Sheer Driving Pleasure.”
For TV advertising, the Bavarian builder chose eight short movies, entitled “The Hire,” and directed by, among others, Guy Ritchie, Ang Lee and Alejandro Gonzalez Inarritu.

Bavaria Automobiles competitors include Porsche Romania and Tiriac Auto.