Bayerische Motoren Werke AG is a multinational automotive company based in München, Germany in Bavaria. Globalization is hinted at in subtle ways on their international website. Rather than having specific global messages, they show pictures of their vehicles in different parts of the world such as Miami, the American West, Germany, and Japan. Navigating through their website there is a globe icon with the phrase "Find a dealer in your area". This hints at the company having a global presence as the icon for this menu is the globe. Moving from the main page there is a side menu with different categories such as Freude (Joy), Neue Klasse (New Class), Kreisförmige Welt (Circular World), and Geschichte (History).
The Freude section is a small section that explains what joy can be and how the company wishes to bring joy to the user of their vehicles. From there the Neue Klasse section is their advertisement for a new class of vehicles that will be more futuristic and eco-friendly. The Kreisförmige Welt tab has the same information as the Neue Klasse but goes into more detail on how they will accomplish their goal. Lastly is the Geshichte tab. This section has the biggest globalization presence out of all the other information on their website. Here anyone can see when the company started and how it has expanded. One thing I did notice is they exclude all history from 1932-1944. Because BMW is a German company, by German law they cannot include any History pertaining to the time of Nazi Germany/the Third Reich.
Overall globalization is not as prevalent on their website as they label themselves as a luxury company. Being labeled as such, BMW has an aim in my opinion to a certain market that most likely doesn't call for a large global presence as the people who can afford their vehicles will search them out rather than BMW making a large marketplace presence.
1 comment:
Despite Chanel being in a completely different market, it is also a luxury brand. I also found that the globalization aspects weren't as prevalent, likely for similar reasons. Both brands have built themselves up enough that they are sought out, and not the other way around. Just like the No Logo video mentioned, these brands have become the celebrities and are directly followed.
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