BMW is carrying on pushing technology and digital components into the company’s marketing activities, taking various most up-to-date initiatives. Simonson (2005) aptly puts that the digital marketing channel contain opportunities and tools for personalization, where on the one side through making use of digital channels customers may actively create and shape the form of brand communication by means of stating their channel and content preference, and on the other side marketing in companies may well create more personal brand communication based on customer behaviour and preferences (Simonson, 2005). The use of digital channel in marketing is turning out to be an indispensable part of strategy for several companies in various industries. For car manufacturing companies, the use of digital marketing is evident in making use of Internet and e-mail channels to launch new models. Moreover, such companies make use of these channels of digital marketing engaging their customers into interaction on their web site and with e-mail. For example, BMW makes use of a mobile portal to distinguish itself from its competitors offering customers’ pictures of new models, games and services. Such interaction and low cost communication with customers increases the effectiveness comparing to time-honoured direct marketing efforts. BMW has been very vigorous in the digital marketing world of late. The company’s most recent project, a mobile app has created a social network of driving enthusiasts. Taking roots from BMW the giant global car company, MINI brands have always required to be kept separate at all times, and the use of digital marketing is definitely an area that has drwan the attention lately.