Luxury car mogul BMW has gone in a decidedly expressive direction with their latest rebranding strategy
, targeting the emotion of joy. Dubbed and “Joy is BMW” and “Uniquely BMW”, the new campaign is drastically different than its predecessors. Let’s analyze it.
Far from the engine revving masculine dignity we are accustomed to, BMW has produced a Ralph Lauren-esque video featuring happy people of all ages driving their BMW’s in the sunshine, hair blowing in the breeze. It is obvious their target market is expanding.
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If you are an avid BMW fan, we urge you to get up from your computer, and head to the nearest BMW dealer to check out the 135i. I can imagine myself maneuvering my sparkling new BMW 135i out of the dealership and thinking to myself, “I. am. Awesome.” It is that moving.
Similar to the X6 M, the BMW X5 M features a high-output V8 under the hood, yet it differs with its sleek Autobahn cruiser appeal. The BMW X5 M has a decidedly traditional luxury SUV feel, starting around $85,400. The nearest rival to the X5 M and X6 M is the Mercedes-Benz ML63 AMG, which comes in around $5,000 more than the X5 M. 
Luxury sedans sizzle-and they are always in fashion. This month, we at Imagine Lifestyles have selected our top 5 luxury sedans to showcase:
Purring and pawing at our conscience is the 2010 Jaguar XFR, recently treading across the Detroit Auto Show. This beast demands attention, mainly because it is the fastest Jaguar to date, racing in at an astounding 225 miles per hour!
In just a couple of weeks, the 2009 Frankfurt Motor Show is scheduled to take place, launching a mix of new motor trends for people to wrap their brains around and chatter about. Among those featured will be the BMW Vision EfficientDynamics Concept, set to join its siblings, the BMW ActiveHybrid models-the X6 and X7. BMW will be showcasing its new ActiveHybrid technology as part of its initiatives to rollout the green carpet.