BMW: "What's Wrong Here?"
Taking a page from Detroit’s auto plant parking lots, BMW has been putting notices on employee vehicles built by competing firms, reports Bloomberg. “What’s wrong here? You like working with us. You appreciate your job and income. But you drive a vehicle from a competitor,” read the notices signed by Ian Robertson, the company’s sales chief; Harald Krueger, BMW’s head of personnel, and Manfred Schoch, its top union representative. Some 7,000 German employees of BMW received the friendly reminders. “We wanted to raise awareness that our employees are part of the product and could actually drive BMW,” said Bilgeri. “It’s a totally normal marketing program.” Except that this is the first time BMW has ever targeted employee owners of competing brands in twenty years of marketing to its employees. BMW employees need not worry that their choice of cars will leave them out of a job, clarifies Hans Haumer, head of BMW’s Munich worker’s council. This is more of a guilt trip.
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