BMW without pressure for its future

If BMW Motorsport is present in several disciplines, its future remains uncertain whether in Endurance or DTM within a championship which is struggling to link up with Super GT. This does not prevent director Jens Marquardt from remaining calm about the future of his team, particularly with the M8 which is only in its second year of existence.

“We will analyze, with our American branch, what we have managed to do in terms of communication and marketing, and if this corresponds to the objectives that we had set for ourselves, explained the director of BMW Motorsport to AUTOweekly. The same goes for all our other programs. The DTM, for example, targets our European market, while the Formula E is another global program that involves surveying the different markets visited to find out what was done, what levers were activated thanks to this program, and what worked. »

“Like everyone else, we don't build cars just to go around in circles. The competition is a marketing tool for us. We look, in relation to the objectives set, at what has been accomplished both in terms of sport and communication and marketing. This is how we have operated for nine years and I have been at the helm of BMW Motorsport…”

Discover the full interview with Jens Marquardt in issue 2209 of AUTOhebdo, available now in digital version on all platforms and on newsstands.