BMW is a world-famous automobile enterprise, and is also considered as the forerunner of high-end automobile production industry. The company was founded in 1916 and is headquartered in Munich.
Over 100 years, what began as an aircraft engine factory has grown into what is today a successful worldwide manufacturer of cars and motorcycles.
In 2009, BMW put “Joy” on the front stage to directly communicate with consumers in a more emotional way. In Chinese, it is defined as “BMW Joy”.
“BMW Joy” is the refinement of the rich connotation of the global unified brand appeal “Joy” in the context of Chinese society and culture. “BMW Joy” covers multiple levels of emotion, including the pleasure of physical and mental feeling, the pleasure of achieving dreams, and the pleasure of responsibility and sharing.
