Ueno Kintaro (上野金太郎), who became President and Representative Director of BMW Japan, discussed a new promotional strategy and an expanded model lineup six months after changing companies. The target customer segments that have emerged and specific measures to encourage showroom visits have become clear.
Ueno Kintaro (上野金太郎), who changed from Mercedes-Benz to BMW to become the head of a rival company, publicly discussed BMW Japan's promotional strategy six months after changing companies. He is reportedly considering a new promotional campaign aimed at encouraging showroom visits, using a customer list containing more than 100,000 entries.
As a pillar of the strategy, he outlined a policy of expanding the lineup around models in the current affordable price range and responding appropriately to rivals' price ranges. Specifically, he indicated plans to offer a diverse range of models, including the 1 Series and X1, the 2 Series Coupe and X2, as well as the X5 and X6.