Understanding Cultures and Values

BMW's global prowess is not only attributed to the engineering of its vehicles but also to its deep understanding and awareness of diverse cultures and values. The brand recognizes that what impacts consumers in a certain area of the world may not have the same impact elsewhere. To properly assimilate the brand in different cultures, BMW found ways to connect the consumers of different regions they expanded. They have done this by understating that each culture has its own unique set of values and needs for a vehicle, and the brand's mastery of this is evident in their advertising.

BMW Group Ads Across the World

This specific ad was aired during the 2016 Super Bowl for consumers within the United States. America has a large focus on diversity and inclusion, and this ad incorporates those values excellently. There are many different people from a variety of different backgrounds all coming together to support the same vehicle. They show that the Mini brand is made to self-empower anyone and is not only for "small" or "weak" people. No matter your age, gender, or sexual orientation, the most important thing is to pursue whatever makes you feel comfortable and happy. The message at the end of the ad is to "Defy Labels" which means to not let objects or other people label you but to build your own identity to live by.

BMW created this ad for the Year of the Tiger, 2022, and was nationally aired in China. This ad has a very lighthearted and happy mood surrounding it to symbolize the celebration of the holidays in China. It embraces a vibrant and playful mood to shine hopefulness on the Chinese viewers of the ad. In addition, this ties into the traits associated with the tiger of vibrancy, playfulness, bravery, and power (Cabico). The ad was released amidst the COVID-19 lockdown in China, and the ad wanted to stray away from a heavy-hitting or emotional ad to bring a more joyous approach to the nation. The company took a risk by deviating from the traditional seasonal campaigns, but they saw a positive reaction from the audience. BMW's understanding of the cultural significance of the Year of the Tiger was evident in this ad by showcasing the traditional traits of the animal and the surrounding mood of the celebration.

Rolls-Royce aired this ad showcasing the Rolls Royce Ghost in Dubai. Dubai is one of the most wealthy and luxurious cities in the world, which ties in perfectly with the characteristics and values of the brand. Dubai has a large wealthy population with many of them having a large focus on luxurious items. Rolls-Royce not only encapsulated the prosperity of the nation by showcasing the Ghost driving through the city but also showed the refined features contained within the vehicle. Dubai has a hierarchal society and the upper class has a major focus on material goods to showcase their wealth and success. Those with wealth within Dubai only want the best of the best products and Rolls-Royce demonstrates their car as the epitome of luxury and what these consumers should desire to purchase. Rolls-Royce makes cars reserved for the extremely wealthy, and there is no better city to target than Dubai in this regard.

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