Embedded Files
Kim Santos / Gabby
Updated: APR 2019
Content
Content
Distressed Verbiage
Distressed Verbiage
Avoid terms and similar such as:
- Blowout
- Deals
- Overflowing Inventory
- Guaranteed Lowest Price
- Used (use Pre-Owned)
- Liquidation
- Overstocked
- Leftover Vehicles
- Clearance
Graphic Notes
Graphic Notes
Distressed Graphics
Distressed Graphics
- No Adobestock may be used.
- No Cartoons or Animations
- No excessive font sizes
- Special Characters cannot replace letters.
- All Advertising MUST use the BMW font.
- Font color MUST be Black or Gray on a white background.
Lease Guidelines
Lease Guidelines
- MSRP must be starting point
- Advertised customer cash down payment may never exceed 10% of MSRP
- In no case can combined advertised customer cash down payment plusCenter contribution exceed 15% off MSRP (including destination and handling fees).
- Lease terms may only be 36 months
- Lease length may only be 10,000 miles ( 7,500 if offered by FS in market)
- Only lease credit ( if available) can be applied to advertised lease payment–no loyalty, conquest or any other special sales incentives that don’t apply to all customers
- Disclose dealer contribution and customer down payment
- New Vehicle rates and residuals can be applied in advertisement
- Advertised monthly payment cannot be lower than National or MACO Advertised monthly payment.
APR Guidelines
APR Guidelines
- Market specific APR may be advertised and advertised payment calculator may be pre-set to market specific APR rate
- Advertised payment cannot be lower than National or MACO Advertised monthly payment.
Other
Other
- Image/Picture on all inventory listings must match vehicle being advertised.
- There can be a maximum of seven links in the main navigation.
Compliance Colors:
Compliance Colors:
Black, 85% Black, 50% Black, 10%, and White
Hyperlink text = Light Gray
TYPOGRAPHY
TYPOGRAPHY
- All BMW Center websites must follow the copy guidelines below to be compliant, including capitalization rules and point size, leading and kerning rules.
- Additional and unique styles will be documented in the specific element comps.
- To meet typography standards, greater than 75% of the homepage is required to comply with BMW’s global fonts.
- The approved BMW font families are Helvetica, Arial and SansSerif
- The font size may range from 8pt to 44pt
Slideshow on Homepage
Slideshow on Homepage
We strongly recommend a maximum of three panels for slideshows:
- One for specials or promotions
- One for a single vehicle or highlight
- Open option for the third if necessary
The maximum number of images that can be used in a slideshow is eight.
AMERICANIZATION
AMERICANIZATION
Many of the images you will select portray the European model. Any image leveraged for your website needs to be Americanized or you must disclaim that you are showing the European model by noting “European model shown.” Americanization includes removing the front European license plate, adding DOT reflectors, Americanizing measurements, and matching dials, temperature controls, etc. to the vehicle within BYO.
POP-UPSTANDARDS
Pop-ups are classified as content that appears without a user’s call to action.
Pop-ups may not exceed a pixel range of 800 x800.
They may only appear once per user session.
They may not cover ID boxes, unless they are a lead-generating form.
They may not cover the Roundel, unless they are a lead-generating form.
All pop-up messages are required to comply with the BMW color palettes.
DESIGNSTANDARDS
The use of animations or virtual tour guides, which can distract from the premium nature of the brand, do not meet design standards.
The use of design elements, such as starbursts and glittery signage, do not meet design standards.
Pricing & Inventory Notes
Pricing & Inventory Notes
Website Pricing Guardrails
Website Pricing Guardrails
- New Vehicle Inventory includes Demos are vehicles with less than 1,000 miles
- New Cars may only advertise MSRP - No advertised lease payments in inventory listings
- BMW incentives may be shown in description on new car inventory listings but cannot be used to optically show a lower advertised selling price from MSRP. If shown must clearly specify lease, finance or cash in description.
- A "Get Internet Offer" button/hyperlink to generate & Capture a lead is encouraged so negotiation can take place off line. These hyperlinks cannot show or further link to an advertised price optically lower than the MSRP.
- Pre-owned Vehicles cannot say "Used" must be Pre-Owned or Certified Pre-Owned
- All Pre-Owned vehicles must be advertised separately from New Vehicles and clearly disclosed as a Pre-Owned vehicle with mileage, VIN and stock #
- Dealer can only advertise Pre-Owned vehicle inventory under “Pre-owned” tab.
- Pre-Owned Advertised Selling Price cannot be displayed at more than a 20% discount off MSRP with the following exceptions:
» Bad Car Fax*
» Trade assist* / Buy Back*
» Customer Trade-In
*Must be clearly disclosed in listing- Original MSRP may be shown as a reference to show optical calculated discount subject to 20% guardrail above for Pre-owned vehicles.
- BMW incentives may also be shown in description on pre-owned car inventory listings (Lease / APR credits, loyalty etc.) but cannot be used to optically show an advertised selling price below 20% guardrail above.
- BMW incentives & savings must clearly specify lease, finance or cash
- Image/Picture on all inventory listings must match vehicle being advertised.
FAQ
FAQ
- Is Best Price allowed? If so, what is the verbiage that can be used?
- Yes - "Get Internet Offer"
- Can this brand have virtual inventory?
- Yes, however, no pricing can be listed
- Are specific colors required?
- Yes - Image/Picture on all inventory listings must match vehicle being advertised.
- Are specific fonts required?
- Yes - All Advertising MUST use the BMW font. Arial/ Helvetica also allowed.
- Are we allowed to pull OEM images?
- Yes for correct vehicles but ad planner is preferred.
- Can pricing have a strikethrough?
- No
Q: Are strikethroughs a violation of AVP (e.g MSRP, selling price)?
A: Yes, strikethroughs are an infraction, as they are considered as distressed.
Q: Is there required verbiage for the CTAs (e.g. “Get Internet offer” button) on my website?
A: No, there is no required verbiage for the CTAs, but the verbiage cannot be distressed. Some examples that are allowed: “Get E-Price”, “Get Internet Price”.
Some examples that are not allowed: “Request Discount”, “Get My Deal”.Q: What is appropriate Roundel usage for dealer websites?
A: Dealers may not have more than two Roundels per page. If a dealer has more than two Roundels per page, this will be considered a Distressed Messaging infraction.
Q: What is considered excessive font size?
A: Font size is excessive if the font is larger than 1.5x the size of the Roundel module featured in the top navigation on your sites.
NOTE: Through a competitive monitor (e.g. the Search Monitor), the search landscape is monitored by BMW to assure alignment between the tiers.
It is important for BMW Centers to respect the PMA’s of others; therefore, the following policy has been developed for any Center that does not adhere to the SEM Guidelines.
1st violation: Warning letter
2nd violation: SEM spend is not eligible for Retail Co-op for a three-month period
3rd violation: Dealer’s original Retail Co-op budget is reduced by 25%. *If the dealer has used greater than 75% of their Retail Co-op budget for the year, the following year’s budget will be reduced. Example: Dealer’s Retail Co-op budget is $100,000. The dealer has used $85,000 of their budget. They receive a 3rd violation for their SEM tactics. The dealer will lose the remaining $15,000 budget for the year and $10,000 from the following year’s budget.
BMW Compliance PDF
BMW Compliance PDF
2019BMWNAAVPComplianceGuidelinesFebruary636856526050674878.pdfBMW Advertising Guidelines
BMW Advertising Guidelines
BMW_Advertising_Guidelines.pdfGoogle Sites
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