BMW teamed with a realty firm to stage posh home driveways with its luxe cars

House hunters in Toronto looking to keep up with the Joneses may find they’re up against more Bimmers than expected. As part of a campaign from FCB Canada, BMW Canada and real estate firm Heaps Estrin are partnering to place high-end BMW vehicles in the driveways of multimillion-dollar homes currently on the market. It can be tough to get products in front of very wealthy buyers, but nearly everyone tours a home before buying it. And who could miss the car in the driveway? In driveways of homes with listing prices between $2.9 million and $5.9 million, potential new neighbors saw one of three models: the BMW X7 SUV, which starts north of $70,000; the classic M5 sport sedan, which will set buyers back at least six figures; and the limited-edition electric i8 Roadster, which can be had for as little as $160,000, assuming one is available. The cars show up in photos in digital home listings and make real-life appearances for open-house events.

BMW teamed with a realty firm to stage posh home driveways with its luxe cars

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