Some new BMW customers haven't even turned 16 yet—as in months, not years.
Here's the latest branding extension: the BMW baby stroller. It's not necessarily faster than other strollers, (unless the chauffeur is on a marathon training session). No word of an M version either, but I'd guess it would be lower, with bigger mag wheels and spoilers.
The BMW stroller logo appears in several places—a bit understated, like the car—including the buckle and hubcaps. The kidney-shaped grille design shows up on the stroller's hood, and it's even got four-wheel suspension. It's bound to be parked out front at the Day Care Center.
It's stylish and nimble, but you have to admit it doesn't have the pomp and circumstance of this Silver Cross Balmoral pram. Isn't your child worth $2,995? Now that's what I call a stroller.
Speaking of branding, the BMW stroller is made by a company called Maclaren, not to be confused with McLaren, the sports car maker, via a licensing agency, Global Icons. No price on it yet, but Maclaren offers strollers that range in price past $300.
"This is an unprecedented move for BMW to offer new product categories," says Global Icons CEO Jeff Lotman in a statement. "This gives consumers the opportunity to experience real brand authenticity through BMW lifestyle products."
Too bad the passengers won't remember any of it, until their baby pictures are embarassing them in front of new girlfriends and boyfriends, 16 years later. What I'd really like to see is a link between BMW and Silver Cross. Something with a bit of presence.––Paul Duchene
