Fewer than 8,000 of BMW’s 100,000 workers bought a BMW last year and, with sales down around 14% in the first five months of the year, asking your own workers to buy the cars they design, build and sell makes sense.
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So BMW targeted its workers’ car parks, putting 7,000 postcards on assorted Audis, Mercs, Opels, VWs and possibly even Peugeot and Citroens.
The cards read: “What is wrong here? You like working for us. You are fond of your workplace and salary. But you are driving a competitor’s car.”
The cards have been signed by two executive board members as well as the head of its works council and invite workers to visit BMW’s sales department requesting a test drive and details of how to trade-in a rival car for a new BMW or even a British-built Mini.
The campaign started three weeks ago and so far the response hasn’t been exactly overwhelming: about 100 people have so far taken up the offer.
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By GlobalData
