Based on the recent Vision ConnectedDrive concept BMW have released a coupe homage to the 328 of the 1930s. Rather than a typical retro styling interpretation of an iconic design, BMW have focused on capturing the essence of the 328 through material use and exaggerated design elements. The juxtaposition and overt display of carbon fibre reinforced polymers, aluminium and leather highlight the bold styling features and reinforce the retro theme.
Nonsensical product marketing that tries a little too hard to be quirky. Quirky marketing that connects to a youthful market can be very successful when rooted in truth and delivered with respect for the target market's intelligence.
17 Little Dryburgh St Nth
North Melbourne 3051
Victoria, Australia
Tel [61 3] 9320 2230
Fax [61 3] 9326 4399