“The magazine BMW Business Class is an important way for us to stay connected with our customers. It is crucial to address the different needs and expectations of fleet managers and company car drivers – a task for which we have found an excellent partner in Journal International." – Christoph v. Meyer, Head of Sales to Corporate Clients, Rental Agencies and Special Accounts
The BMW Group is one of the most successful manufacturers of automobiles and motorcycles in the world and one of the largest companies in Germany. With BMW, MINI and Rolls-Royce, the firm has three of the strongest premium brands in the automobile industry.
BMW Business Class is a customer magazine sent personally to corporate clients of BMW (circulation 80,000). With this central customer loyalty instrument, the leading manufacturer of premium cars is able to maintain regular contact with its sophisticated business customers. The target group are people who drive a BMW as a company car, as well as business leaders and fleet managers who are responsible for purchasing vehicles on behalf of their firms. In addition, decision makers in government and public services receive the special edition, BMW Business Class – Governmental, Emergency and Security Vehicles (circulation 15,000).
The brand’s premium imagery finds new energy in individual photo shoots. Journalistic texts reflect the portfolio of modern business magazines: from brief stories about new products to driving reports, as well as articles about BMW and its workers and interviews with experts. Of particular importance are the presentations of the new BMW models, accompanied by information orientated toward the target group. There are also reports on the experiences of BMW drivers, as well as select relevant lifestyle topics – fine dining, business gadgets, travel – that ensure an exclusive and informative reading experience.
With its relevant, concise information and reader-friendly design, BMW Business Class is perfectly focused on the target group. The editorial topics bring readers the latest news and provide useful information for the mobile needs of the business world. In particular, exclusive photo shoots and fascinating reports from the company also emphasise the practical aspect of the magazine.
Current awards confirm the quality of BMW Business Class. The jury of the 2014 Fox Awards was particularly impressed by the digital elements, brand coherence, sales push and the quality of the content of the magazine, each of which was awarded full marks.