In a recent Business Week article, BMW marketing chief Jack Pitney admitted there is shocking research showing that 75% of luxury car buyers won't consider a BMW.
"Even some buyers too young to know what a yuppie is, except from a pop culture museum, associate us with the Y-word ..." he says.
BMW has been skillfully advertised as "The Ultimate Driving Machinie."
Why do 75% of luxury car buyers not care?
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