In their latest on-ground endeavors to connect with its elite target group, the brand came on board as the presenting partner for the India Art Fair 2015. In an exclusive conversation with BW APPLAUSE, Philipp von Sahr, President, BMW Group India talks about the brand’s marketing strategy and the reasons behind its association with the India Art Fair.
What is BMW's marketing strategy in a nutshell?
At BMW, we believe preserving the circle of ‘Sheer Driving Pleasure’ is essential for success. The circle of ‘Sheer Driving Pleasure’ can only be completed by introducing innovative products, building world class dealerships, maintaining state-of-the-art equipment, motivating and training a workforce that engages passionately with our premium clientele and delivering service standards ahead of its time.
We want to be the leading luxury car company with ‘Delighted Customers’, ‘Strong Partners’ and most important ‘Sustainable Leadership'. We offer our customers exclusively authentic premium luxury products, which are differentiated by their emotional appeal, uncompromising engineering, innovative technology and quality.
BMW has strengthened the momentum of its brand strategy by spearheading ‘Sheer Driving Pleasure’ with powerful letters like ‘M’, ‘X’ and ‘i’. These three letters will further propel BMW as the most aspirational luxury automotive brand in India.
BMW offers the most aspiration product portfolio and the customers are very excited about the latest offerings. We are charting the right course for the future. We have put into action numerous projects that will pay off in the long term. 2015 witnessed was creation of new channels of engagement with our customers in areas of lifestyle, sport, art and culture in every existing market. The BMW Experience Tour, the BMW Golf Cup International, BMW India Bridal Fashion Week, India Art Fair, Jodhpur One World Retreat, Kochi-Muziris Biennale are some of the activities that has helped us further connect with our existing and new clientele in a differentiated and immersive manner thus bringing them into the BMW fold.
In what ways does the association with India Art Fair benefit the brand?
At BMW we strongly believe that culture moves people, it is a driving force that connects and inspires. For more than 40 years now, the BMW Group has initiated and engaged in over 100 cultural cooperations worldwide. The company places the main focus of its long-term commitment on modern and contemporary art, jazz and classical music as well as architecture and design. We are convinced that those who strive to innovate and create need independence. For the BMW Group, a commitment to cultural engagement is ingrained in our culture. Because of this, we attach a great deal of importance to the mutual development of long-term partnerships.
With a shared purpose to promote cultural discourse in South Asia, and provide a platform for emerging artists, key art spaces and collectives, BMW India partnered with the India Art Fair. The fair is South Asia’s leading art fair for modern and contemporary art. Hosted annually, it is attended by Indian and international exhibitors, artists, etc. We hope it captures the excitement and joy we have been so fortunate to experience across many years of collaboration with many cultural institutions and wonderful artists
The BMW Group also moves people. We offer our customers independence through our products. We also move people through the cultural engagements we support. We believe the voice of those involved in art and culture is one of the most important in our society. These voices challenge us with new perspectives. Through our long-term, sustainable support, we wish to continue enabling their voices to be heard.
What made BMW pick this event property over other art properties in the country?
Our engagement in the field of art and culture in India began at an opportune time contributing to the excitement and dynamism of the vibrant artistic landscape here. In 2007, we celebrated the first BMW Art Car exhibition in India featuring the works of art by Andy Warhol and Roy Lichtenstein, among the two most renowned American pop artists of the 20th century. These two Art Cars, part of a 17- art car collection, were being exhibited here in India because we wanted to share world class art with a city that is arguably India’s art capital. The goal is to build lasting, exclusive partnerships as well as sustainable, challenging and innovative projects.
Since then we have actively engaged in partnering with iconic projects such as the Jaipur Literature Festival, India’s first festival of international contemporary art, the Kochi Muziris-Biennale in 2012 and 2014 and India Art Fair.
We are proud to continue our association with the unique India Art Fair for the second consecutive year and exemplifies our commitment to art and culture in India. The India Art Fair showcases modern and contemporary art from India and abroad. It’s the perfect platform for artists to showcase their ingenuity and for art-connoisseurs and enthusiasts to appreciate it. Founded in 2008, the India Art Fair is a representation of a cultural community that continues to break new ground. Thus it’s just natural for BMW to partner with the best showcase of art movement in India.
What was the experiential engagement BMW created at the India Art Fair?
India Art Fair 2016 saw an exclusive display of the tenth BMW Art Car by Cesar Manrique. A testimony to BMW’s commitment towards art and culture, the BMW Art Cars claim an extremely high artistic level displaying art forms of painting, graphics art, sculpture and design. The BMW César Manrique Art Car echoed the vibrancy of Mediterranean living and native Spanish surrealism. This very aesthetic of technology and nature, in perfect tandem, is one of the many things that mark the innovation code of all BMW cars today.
An exclusive ‘Collectors Lounge’ was designed for art collectors and enthusiast to connect and share their experiences and perspectives. The lounge was also the starting point for BMW Art Talk spotlight series and the annual ‘BMW Collectors Dinner’ hosted in support and celebration of corporate collaboration and patronage of the arts. The highlight of the ‘Collectors Lounge’ was the showcase of the all-new BMW 7 Series. In addition ‘BMW Art Guide’ - the first and only publication presenting a comprehensive overview of international private collections of contemporary art was also presented.
* The article was first published in BW APPLAUSE
