Does BMW Sell Cars To Women?
August 6, 2008 · Written by Heather Juma
This is the picture in an ad for used BMWs, the text that goes along with it? YOU KNOW YOU’RE NOT THE FIRST.
Does BMW sell cars to women or only to men? Women (and men) let us know what you think about this ad.
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I’m not necessarily offended by this ad. I see they are trying to equate a man’s car is similar to how he feels about his lover. It does surprise me that they elected to rattle that emotion in a man. No matter how beautiful a woman is, a man never wants to hear that she’s been intimate with another man (and the relationship a man has with his car I’m assuming they are attempting to insinuate is intimate). I basically think they strike no cord with women and the wrong cord with men. I do however think they could have gotten more mileage with same premise appealing to women with some gauky awkward guy on the ad and say something like “sometimes you don’t want to be the first…”
Hi Susan-I think your ad would have been so much better and EVERYONE would have been talking about it and sharing it.
I can see your viewpoint about not being offended, I am offended because I am tired of marketers using women to make sexual innuendoes in their ads.
And if the stats are right about women having the keys to the vault so to speak aren’t marketers making a BIG mistake with this kind of ad?
I think it’s time for marketers to come up with ideas that are positive, fun, creative and inspiring.
I knew a BMW Saleswoman, a few years ago I visited her at work, all the young women there were adorable, but the men buying the cars?
Well, they certainly would never have a chance with the girl pictured in the ad< I was very surprised to see these men dressed so sloppy and messy looking, I thought at first they were the “lot boys” but when I looked around at the several men in the dealership were all talking with salespeople, if a man can afford to buy a luxury car, some need to set their GPS to head for the mall!
I don’t like many BMWs and this add is just silly. To equate an intimate relationship with a car is just not gonna work. If anyone is smart they would see right past the ad trying to sell the car based on appeal of the woman.