In the auto industry, the brand BMW has become synonomous with luxury and class, while in the music world, Steinway and Sons has established itself as a pretigious manufacturer of top quality pianos. As part of the partnership between the two companies BMW has announced it will support Steinway and Sons’ international talent programme. The goal of this joint venture is to “promote and nurture young musicians at the national and international level.”
In honor of this event, BMW has introduced its special edition BMW Individual 7 Series Composition line. This new product is the result of collaboration between the two companies. The main selling point of these cars is its aesthetics. The interior has been beautifully designed and manufactured with top quality materials. In addition, the design perfectly coordinates between black and white to imitate the qualities of a keyboard.
The product is proof of the perfect partnership between BMW and Steinway and Sons. Although the companies are in two different industries, the partnership works well because they have similar brand images. Both companies want to be portrayed as classy and prestigious. Because of this, BMW and Steinway and Sons probably share the same psychographic and product-related consumer group with each other. As a result, this partnership may raise brand awareness of both comapnies within this consumer group. This will lead to increased interest of their products and higher sales levels.
http://www.bmwblog.com/2010/11/12/bmw-individual-7-series-composition-inspired-by-steinway-sons/