Many companies spend millions of dollars per year on marketing their product. Various forms are used including, leaflets, radio advertisements, and of course television commercials. These are normally well thought out pieces of material that are designed to attract new buyers to the company by promoting the features and benefits of its product. However, that idea seems to have disappeared lately as some companies now spend more time attacking competitors in their commercials than promoting the actual product.
This can be seen quite clearly in BMW’s new ad. Although it is supposed to be advertising the new 330e, only one feature is mentioned throughout the whole 30 seconds. The remaining time is spent convincing consumers that they should not sit around and wait for the Tesla Model 3 to come out as their swanky 330e is available now. But, it isn’t a fair comparison. The Tesla Model 3 in all electric vehicle with an estimated range of around 215 miles whereas the BMW 330e is a plug-in hybrid with an estimated all-electric range of around 14 miles. The BMW costs almost $10,000 more too.
In the commercial BMW seem to refer to themselves as an electric car company, which may come as a shock to many of its current fans. They also imply that the Model 3 will not be released until August 2018, but this is a full year after Tesla has stated. Do they something we don’t or is BMW just playing games? This is perhaps not the best marketing ploy that BMW could have used, but what it will do in order to sales for both companies is yet to be seen.
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