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Brand experience: bmw’s ring taxi

January 23, 2007

If experience makes the brand, how do you create experiences for prospective customers?

You have to make sure that the experience fits the brand.

One Influx’s most recent finds in this area, is BMW’s Ring Taxi.

BMW has 4 customized M5s based at one of the world’s most famous race circuits, the Nurnberg Ring in Germany. This is one of the most demanding circuits in the world and the perfect proving ground to demonstrate the BMW driving experience.

Anyone can pay $30 and drive the circuit in their own car, but BMW gives people the ultimate experience, a trip around the circuit as the passenger of a racing driver.

These taxis, even at $360 a lap, are so popular; places are reserved a year in advance.

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