Putting Gen Y in the
Driver's Seat for BMW

Gen Y's auto purchases were waning—with an out-of-touch dealership experience to blame. BMW North America enlisted PBJS to train its dealers on connecting with this crucial market.

Timely content and two-way communication were our focus.

The result is BMW Dealer Direct. Designed to steer BMW's selling style toward a younger audience, this responsive digital platform facilitates dialogue between BMW North America and more than 300 dealerships nationwide.

An Editorial Director embedded by us on-site at BMW ensures content stays topical and fresh.

Dealer Direct saw 10,000+ page views from dealers nationwide in its first month alone.


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