Problem: Millennials 18-35 are not buying cars, especially not luxury cars. Insight: If you try something new and love it, you’ll want to experience it again. Idea: Give millennials a feel for BMW’s vehicles and they will become top-of-mind when consumers consider a luxury car purchase. Rationale: “The feel of the wheel will seal the deal.” Get consumers inside the vehicle and they will be converted to customers of DriveNow and ultimately loyal owners of a BMW.