The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

September 12, 2011 | 2 min read

It wasn't always luxury, style and confidence as it is today. In the mid 1950s, German families , still bruised by the Second World War had to be persuaded that they really could afford a car of their own, even if it was a bubble car. BMW had the answer . . .

The car was called the Isetta.

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Today, it is the superb engineering of the 2011 BMWs that sets the brand apart as the flag carrier for luxury and performance. Then, in 1956, the challenge was to persuade the diffident German public that a car of their own was just what the family needed, even if it was the diminutive BMW-badged Isetta. This commercial was a powerful part of the argument. The Isetta, an Italian-designed microcar (produce by a fridge manufacturer and looking in many ways like a fridge on wheels) was built in Spain, Belgium, France, Brazil, the UK, and Germany. It became one of the most successful city cars ever . Because of its egg shape and bubble-like windows, it became known as a bubble car. The BMW Isetta became in 1955 the world's first mass-production 3-Liters/100km car. It was the top-selling single cylinder car in the world, with 161,728 units sold.
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