BMW regularly undertakes research into its customers' profiles looking at demographic criteria, such as age and sex, lifestyle, their views on motoring and the way in which they use their cars. The information is used across all areas of the business, from the design and development of the cars themselves, to the way BMW advertises its brands.

One thing all BMW customers have in common is their appreciation of driving fun and sporty, yet elegantly designed cars.

Within the BMW product range, we see various differences in our customers' profiles. For example, our female customers tend to prefer open driving, reflected in a preference for the BMW 3 Series Convertible and BMW Z4.

The spaciousness and interior versatility of the BMW X Models, X3 and X5, attract modern families with children in their households (50%-60% having at least one child).

Customers of our 3 Series and 5 Series Touring models are characterised by an active lifestyle, with an exceptionally high interest in outdoor activities, such as water sports, cycling and skiing.

Together with the Z4, the BMW 1 series shows the highest share of urban customers aged 39 years or younger (40%). This truly makes the BMW 1 series, not only in terms of its launch date, a young model in the BMW portfolio.