#MyDrive by BMW Targets Millenials

Not many brands work as hard as BMW to allow their customers to customize the cars however they wish. With the new #MyDrive program, the company has shown that they are just starting with the customization options.

The #MyDrive program specifically targets millennials and their unique needs and requirements, which also explains the hashtag in the name of the program.

It’s a known fact that cars are not a top priority for millennials, so it takes an extra dose of creativity to get their attention. So many of them don’t have a steady income, but instead, they live unpredictable lives, changing jobs and shifting careers on the go. However, those of them who achieve a financial success want a car that fits their personality and lifestyle. BMW recognized that and started to address that need.

In order to understand the new market better, BMW’s Designworks team got in touch with three of the very influential people from this age group. They all got custom designed cars with new functions that match their daily needs.

You can see the personalized cars and the experience of three millennials chosen for this project in the videos below.

Visit: Bows & Sequins, Mister Spoils, BMW USA