BMW's Strategy: In-Car Features and Brand Perception

A commentary examines BMW's strategy of integrating features like 'Spider-Man on dashboards,' questioning if blurring the line between distribution and permission could undermine its premium brand perception.

16 Aug, 04:30 — 16 Aug, 04:30

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irish-independent10d ago

Steve Dempsey: Spider-Man on BMW dashboards – how German car giant is blurring line between distribution and permission

Real risk for car firm if it follows this strategy is that any incremental revenue undermines its perception as a premium brand

By Steve Dempsey

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BMW's Strategy: In-Car Features and Brand Perception

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Steve Dempsey: Spider-Man on BMW dashboards – how German car giant is blurring line between distribution and permission

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