BMW is preparing for the X1 launch and they are stepping up their marketing efforts. Recently we have seen the first footage of the new entry-level BMW SAV, but today we have the opportunity to see the first X1 commercial.
The focus of this campaign is once again around the “Joy” buzzword and as BMW says “Joy is what you make of”. For the first time we can see on video which demographic BMW is aiming with the X1: younger crowd, full of energy, people that enjoy outdoor activities, but drive in urban environment as well.
The BMW X1 can fulfill several requirements and it is very flexible when it comes to the owner’s needs. Even though we weren’t big fans of this concept when it came out – we mostly thought it was blend – now, we have to take those words back and the X1 keeps growing on us. The car looks great in every video we have seen so far and it seems to target the right crowd. Owning an X3, we can totally see ourselves moving towards the X1 SAV which can be perfect for the Chicago area we live in.