File this under the data that supports a corporate decision category. BMW has announced that their own study has shown 80% of European 1 Series owners think their car is front wheel drive. That ‘s four out of five people who think that the key attribute of the BMW brand magically doesn ‘t apply to their car.
Of course it ‘s a perfectly timed study considering the uproar we ‘ve seen over BMW ‘s announcement that they will be building a FWD BMW based off of the next MINI platform. It also means that the ad above (released to support the 1 series hatch in 2006) clearly didn ‘t get its point across.