Frank Van Mil, in an interview with Australian journalists, did not silence marketing misses. The top manager said: the publication of data on the equipped mass to actual sales was a wrong decision. “What I personally learned [запуская BMW M5]it’s how social networks work, ”said Van Mil. The specialist complained that everyone discussed only the weight of the new items, ignoring other parameters.
The new BMW M5 is almost half a ton heavier than its predecessor, and the equipped mass of the hybrid is greater than that of other full -size pickups. In social networks, this fact caused Hayt, and the image of the super -scholar was spoiled. Frank Van Mil believes to discuss the only car parameter wrong. The BMW M boss drawn an analogy with athletes: before comparing anthropometric data, you need to understand the sport.
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“We underestimated the factor in the use of social networks,” the BMW top manager admits. However, Van Mil himself does not consider the great weight of the M5 problem: “This car goes madly, it is better than the previous one, and you do not feel its weight.” The key lesson that was carried out by the marketers of the Bavarian brand is not to disclose the weight of an electrified car to test drives. After a cool debut, the demand for the BMW M5 is “growing rapidly”, the specialist claims.
The conclusion of Frank Van Mila can be described with the words that “black PR is also PR.” Now the BMW has to increase the production capacities of the new M5, demand continues to grow, and in some important markets the super -hybrids are sold six months in advance. Criticism in social networks is accelerated by those who did not even get behind the wheel of this car.
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