[ss134]

Originally Posted by JoeFromPA

If this is true, I'm deeply dissapointed in BMW. Unless there is something wrong with the vehicles, you don't stop vehicles in transit to owners - period. It's their own fault for messing with their marketing plan.

And another thing: UAE's reviews, photos, and information have possibly been the best viral marketing of a new BMW product I've ever seen. It speaks to the growing irrelevance of the large outlets too - and perhaps speaks to the fact that embracing early owner delivery, to the RIGHT owners, has more potential power (and less control) than carefully orchestrating and spending $100,000s flying journalists into a chosen spot.

If I was head of BMW M marketing, I would seriously question my team's efforts if they are spending huge budgets organizing these mega events while ignoring the power of a careful early delivery to a few select owners (preferably big M fans, or possibly a few "converts" from other brands).

+1.