The behind-the-scenes content from the German automaker captures individual journeys from initial inspiration to final vehicle reveal, placing an emphasis on the emotional connection between owners and their bespoke rides.
Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
The behind-the-scenes content from the German automaker captures individual journeys from initial inspiration to final vehicle reveal, placing an emphasis on the emotional connection between owners and their bespoke rides.
Brand design, often treated simply as a marketing tool – aligning positioning, personality and purpose – has the potential to help address the deeper structural problems our industry faces.
