The current premium SUV category is saturated and characterised by fierce and increased competition, less distinction, more confusion, and a situation in which we’re fighting for the same prospect. The objective was to focus on the product attributes that make the BMW SAV distinctive – the “genius details inside”. We needed to position the X5 as the perfect SUV that pushes the boundaries of the SUV experience through the ideas it contains (in areas like handling, value, design and safety). We needed to communicate in a bold, confident voice that the new X5 had arrived.