In a commodity, low-margin marketplace, we had to convince BMW owners that the price premium for BMW Car Insurance is the sensible and desirable choice. So we established a new mindset: BMW Car Insurance completes the BMW car-owning experience, encapsulated in the idea ‘BMW Insurance. The final component.’
BMW Car Insurance is not an after-thought. It’s not a cost. It’s the price that’s worth paying to ensure the BMW you buy remains pure BMW, maintains its optimum value, and is looked after by the only the people who can really look after it.
BMW have successfully shifted the mindset within customers, the business and dealerships, to the value and position of car insurance as a core offering.