BMW’s premium status under threat
February 20, 2008
What a weird approach for the Advertising Agency to take:
Those close to O’Donnell say one of his main strengths is his understanding of the company’s dealer network. Robin Wight, co-founder of BMW advertising agency WCRS, says: “The power of the BMW dealers has always been at the core of the brand’s success.”�
Wight, now chairman of the agency’s parent Engine Group, continues: “I have always regarded the dealerships as temples of automotive excellence, and Jim has done a remarkable job with the dealer group.”�
The Dealers just want to sell cars… they are motivated beyond belief. … try walking into one of those showrooms without people breathing down your neck. The problem is perception. Many people feel that Audi’s are better cars than BMW’s … that is where the focus needs to change… not working on salespeople and dealers.
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