BMW reviews creative in China

According to Jochen Goller, vice-president of marketing at BMW Group China, the review is a routine initiative by the company after having run its creative business unchanged for a period of four years. He added that the review was related only to the Chinese mainland market.

However, a source close to the process suggested that the German carmaker was taking steps to prepare for the effects of the downturn, and would be likely to retain the services of Interone while opening the door to another agency.

It is unclear at this stage whether the review includes the entire BMW brand or selected marques.

According to Shaun Rein, CEO of research firm CMR, BMW’s 3-Series is facing a challenge as its target market of middle managers has been hit hard by the recession. He said that higher-end marques were insulated as “the truly wealthy are still buying”.

BMW recently lowered the price of the 3-Series to boost competitiveness with less expensive brands.

Rein added that BMW enjoyed strong brand loyalty in the market through localisation - the 5-Series is larger than in other markets to cater to Chinese taste - and had built a more dynamic image as a driver’s car than rival Mercedes-Benz.