BMW (or maybe a design/ad agency at their behest I think) once said that the BMW car adverts are not for people who don't yet own a BMW, they are to reassure th

BMW (or maybe a design/ad agency at their behest I think) once said that the BMW car adverts are not for people who don't yet own a BMW, they are to reassure the people who have just bought a BMW that they have made the right choice. In reality I suspect there is a whole spectrum of audience coverage in the results from those who don't have one and never thought about getting one before seeing the ad, to encouraging existing owners to promote the brand to others, but I thought it was a poignant point at the time.