BMW embraces its daring side with edgy strategy to target young drivers in Australia

BMW is employing an 'edgy' strategy in a bid to engage with young people as the premium brand looks to attract a new generation of customers.
The shift in strategy accompanied the launch of BMW’s X2 model, which also saw the brand partner with youth media brand Vice to host a series of escape room events.  
BMW Group Australia general manager of marketing Tony Sesto told The Drum, the aim was to create something different in a bid to connect with a new audience for the brand.
&ld