BMW South Africa has retained its title of the "Coolest Motor Vehicle" and the "Coolest Corporate Citizen" amongst our youth in the recently published Sunday Times Generation Next Brand Survey 2012.
Now in its eighth year, the Sunday Times Generation Next Brand Survey is the leading annual youth brand preference and consumer behaviour survey, which has featured the BMW brand in pole position for several years.
A component of the survey includes a brand preference study to gather the opinions of over 6000 young urban South Africans aged between eight and 22 with the purpose of establishing which brands are the "Coolest of the Cool" across 72 different categories. The study spans seven provinces and is inclusive of males and females.
In the Coolest Corporate Citizen category, BMW scooped first position ahead of the likes of Coca-Cola, dsTV, Woolworths and McDonald's.
"We are proud to have been awarded this accolade. BMW has become far more to South African society than simply a manufacturer of vehicles for the local market," says Bodo Donauer, Managing Director of BMW South Africa. "Over time, our company has deeply ingrained itself into the very fabric of this country, championing sustainable economic growth, better-quality education, disease prevention and community development."
BMW was also voted the Coolest Motor Vehicle, with Mercedes-Benz and Audi having to settle for second and third place respectively. Furthermore, BMW was awarded second place, behind BlackBerry, as the Coolest Brand Overall in this year's Sunday Times Generation Next Brand Survey.
"BMW has a marketing and communication strategy rooted in the belief that today's youth is tomorrow's most influential consumer and we are therefore pleased that we are acknowledged amongst our youth. Being awarded these titles is a great compliment to the sustainable efforts BMW South Africa has committed to," said Donauer.