Key insights:
- “This will not be the sponsorship approach as we know it from traditional sports.”
- Esports has cracked the code of Gen Z.
- BMW has found a way to "take in the entire world."
Buying a luxury car is a huge commitment, and despite the trope of the middle-age crisis Mustang or Mercedes, it is not often an impulse purchase. For many consumers, the desire to own a luxury car starts with posters on a childhood bedroom wall, and car brands have focused on reaching young customers nowhere close to being able to actually purchase one.
