Just Be Yourself In Front Of The Camera!

Even marketing isn’t as one-dimensional a domain as some would like to believe – as proven by two very different promotional videos marketing two supposedly very similar products, albeit more than two decades apart.

Don’t be simply any person – be the person. By driving the car. The 8.

This largely sums up the essence of what the promo video for BMW’s all-new (for 2019) Achter is telling the viewer. Don’t drive anywhere – only LA and some salt river will do. Don’t live somewhere – a minimalist industrial chic loft will just about do. But only if your car can access it too. Then, and only then, are you smart, cool, cosmopolitan enough to understand that The 8 is just what you need in your life.

Go on then: Definite articleify your life! After all, even if you are in a position to Continue reading “Just Be Yourself In Front Of The Camera!”

Theme: Rivals – Wolfgang Reitzle vs. His Ego

Despite arguably being the most gifted automotive engineer and manager of his generation, Prof Dr Wolfgang Reitzle would only ever enter the captain’s chair once he left the car industry for good. 

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Dr Wolfgang Reitzle with his second wife, TV presenter, Nina Ruge, photo (c) handelszeitung.ch

It is one of automotive history’s more baffling paradoxes that a man of such undisputed talents as Wolfgang Reitzle never reached the post of chief executive at an automotive business. But as with a great many other high achievers, it actually was the same traits that had brought Reitzle so close to the apex that ultimately prevented him from arriving there.

Continue reading “Theme: Rivals – Wolfgang Reitzle vs. His Ego”