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BMW has currently released BMW and Mini-branded sleds that sell for 79 euros each. The Snow Racer sled has replaceable metal runners, a suspension-system in the red steering ski, and a horn to warn unwary pedestrians. This is in line with promoting kid-focused merchandise this season. It is also a good way to increase interest in the BMW brand and bring thrills to BMW collectors too.
“We are first and foremost a marketing initiative, and the main objectives are to broaden the brand’s presence and strengthen loyalty,†said Thomas Goerdt, head of BMW’s merchandising and lifestyle unit. “We are a marketing effort that makes money.â€
BMW has experienced a 20% increase in merchandise sales this year. BMW knows that China is now the third-largest market for BMW car sales. Thus, they have opened a merchandise store a year before they even began assembling cars in the country. Currently, there are 40 BMW stores in China.