As odd as it sounds, the information was confirmed to Bloomberg by BMW spokesman Alexander Bilgeri. The effort is the first of its kind in a three-decade marketing program to employees and is designed to raise awareness among the factory workers that they too are an important part of the company. Bilgeri was quick to point out that no one would be losing their job because they didn’t drive a BMW.
“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 cards signed by Ian Robertson, the company’s sales chief, Harald Krueger, BMW’s head of personnel, and Manfred Schoch, its top union representative.
Government incentives and vehicle scrapping schemes in Germany haven’t helped luxury automakers like BMW and Mercedes Benz as they have pushed towards cheaper models made by other brands. Sales for the BMW Group, which includes BMW, Mini and Rolls-Royce, are down 21% for the first five months of the year, totalling roughly 488,000 vehicles.