Luxury cars, BMW in particular, are brands that work hard to communicate brand performance and imagery. Sales people, brochures, Internet sites and car journal reviews will all tell you about the performance of a BMW. The delivery of this type of communication has largely remained consistent, only being updated at regular intervals to reflect the specifications of new models. What has changed is the imagery used to communicate the brand from the power-impregnated advertisements of a BMW outrunning a land speed rocket car to the more esoteric imagery of innovative kinetic sculptures being powered by the wind. The change in advertising imagery reflects a shift by the German automaker away from targeting the affluent automobile enthusiast to targeting the “ideas class”, a market segment which comprises up-market buyers more interested in design and innovation than brute performance.