To Connect With Gen Z, BMW Turns the Keys Over to Esports Organizations

Carmaker is playing up rivalries among 5 organizations

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.