BMW teamed with a realty firm to stage posh home driveways with its luxe cars
Auto maker and Canada's Heaps Estrin Real Estate added high-end models to multi-million dollar listings
Sep 12, 2019
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.