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BMW to create new brand :: BMWi March 19, 2011

Posted by Gyaniz in Marketing.
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BMW-logo Gyaniz

As part of a global initiative, German car maker BMW has decided to create a new brand – called BMWi – within the group. The brand will co-exist with others like BMW, Mini and Rolls Royce. “It will be a sub-brand ,” said Andreas Schaaf, president, BMW India.

“Objective of this new brand is to primarily target the youth segment with the technology of the future,” he said. Products from this brand will be mainly for the developed markets like US and Europe, not immediately for India. But, in future, India will also be included in the list of markets under this brand.

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