bmw / china luxury forecast

UNDERSTANDING THE CHANGING NEEDS AND EXPECTATIONS OF THIS DISCERNING CONSUMER

In a changing world where technology makes everything so much cheaper (and so fast), what is the role of luxury goods and services? And what is the uniquely Chinese lens for BMW?

SCOPE OF WORK

Understanding the changing demands of the luxury market in China’s tier one cities.

Generating insights that frame the New Chinese Luxury in actionable ways for global and regional stakeholders.

PROJECT ACTIVITIES

• Regional culture scan

• Lifestyle immersion

• Insight development

• Creative principles

• Design strategy

KEY INSIGHTS

In the future, being exceptionally luxurious will get harder as technology makes delivering sophisticated experiences so much easier. But even as technology makes high-end goods and services more accessible and affordable, the true luxury experience maintains its unique value through certain extraordinary characteristics.