BMW
BMW builds premium cars and motorcycles around driving dynamics, with a long history in motorsport and rear biased engineering.
Precise and quiet. Headlines set tight and large, technical data in a clear small ramp. Never decorative.
depict speeding or reckless driving
lead with status instead of driving
use imagery where the car is not moving
Weight distributed evenly, front to rear, because that is what you feel in a corner.
Driver focused and precise. Talk about how a car behaves, not how it looks parked.
Drivers who choose a car for how it handles and can name the difference, and who read the technical page.
+The feel of a car through the wheel
+Balance
+Engineering over decoration
×Cars designed only to be looked at
×Numbers without feel
×Gimmicks
would die on
A car is judged from the driver's seat, not the kerb.
