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BMW 2 Series Convertible Launch Film Shows Its Target Demographic

With the new 2 Series Convertible, BMW seems to be getting close to a full circle in the 2er range, already having 3 models in it. From the front-wheel drive 2 Series Active Tourer to the Coupe and now the droptop, we can only expect a new sedan and things will be settled once and for all.
BMW 2 Series Convertible 1 photo
Photo: Screenshot from Youtube
The Convertible comes as a new proposition for the BMW aficionado that couldn’t afford a droptop wearing the blue and white roundel so far. It’s cheaper, smaller and more fuel efficient than the 4 Series that used to be the cheapest cabriolet up until less than a week ago.

Other things apparently changed as well. The official launch film of the 2 Series Convertible was just published on the company’s Youtube channel, just like BMW got us used to in the past.

The Germans normally use these films to show us to what kind of demographic their products are aimed at. Usually, they include a bunch of middle-aged men and their families or a business environment, unless we’re looking at a SAV that’s portrayed off road at times.

On this occasion though, the target seemed to change. The video shows us a young couple, definitely in their 20s, going out for a drive and basically just having fun with the roof down. While the same could be done with a 4 Series Convertible, the message seems to be clear.

The 2 Series was priced as it is to appeal to a younger demographic, one that could afford it before turning 30 or even 40. Sure, that doesn’t mean that the cars will come for cheap, but they are the most affordable new drop tops from BMW you can get at the moment. We’re also guessing that the 228i that will start at $33,850 in the US will be the most popular choice.

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