It’s pretty obvious by now that BMW is trying hard to make the Individual range a lot more prevalent these days. First, they published a video that talked about the possibilities it offers in the new 7 Series and now we’re looking at a new commercial that, once again, shines the spotlight on the bespoke feature.
In their latest commercial, the people from the Bavarians’ marketing department probably figured out that those with enough money to spend on the Individual range will also probably have enough to enjoy the finer things in life.
Therefore, they tried to paint a picture that fits their lifestyle, showing plenty of expensive, luxurious items throughout the 2-minute spot. From the Steinway & Sons piano to the A. Lange & Söhne timepiece, everything falls into place. Even the music and the ambiance the couple is filmed in fits the painting perfectly.
However, you should know that the narrator is not exactly right. He hints at the fact that the Individual range offers limitless possibilities but in truth it has only a certain amount of variations available.
If you actually want to access an unlimited range of possibilities, you need to go to the Individual Manufaktur range that can basically provide anything you ever imagined for your car. That goes from using your own wood for trims inside your car to engraving your initials in the dash or the headrests.
In the end, it’s all up to you. For most people, the standard range of options available for BMWs is overwhelming already, dipping into the Individual range makes things even worse. However, some might go for it, just to make sure they are unique, a rather complex notion to begin with. After all, the most common desire people have is to be special in the first place.
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