Martha Stewart Designs Her BMW X3, Does This HELP or HURT The X3?

When a company chooses a spokesperson to represent a product, you better believe there is tons of research put into making that call. So, when BMW decided to pick Martha Stewart to participate in the "Dream It. Build It. Drive It." program it must be sending a message, right?

Not only are they marketing the new X3 to Stewart's television audience, but I would think it's safe to say that it believes Stewart is an accurate representation of the all-new X3 buyer.

Taking that into consideration, was this a good or bad move?

Let us know what you think in the comments down below.


BMW's press release follows:

Woodcliff Lake, NJ – December 13, 2010... Martha Stewart accepted BMW’s invitation to design her dream BMW X3 Sports Activity Vehicle using BMW’s “Dream It. Build It. Drive It.” program. Martha used the “Build Your Own” online tool on bmwusa.com to customize her own BMW X3.

Customization is a specialty for the new BMW X3, the vehicle has more than 70 million unique configurations. Martha Stewart designed her X3xDrive35i to have a Sparkling Bronze Metallic exterior, one of three special exterior colors that are only available for BMW X3 custom orders. Martha’s BMW X3 has a Sand Beige Nevada Leather interior and Fineline Wave Wood Interior Trim.

Recently, Martha and “The Martha Stewart Show” crew went to Spartanburg, South Carolina to watch the production of her BMW X3. Martha experienced firsthand where BMW makes all BMW X3, X5 and X6 vehicles for customers around the world and interviewed the people who make them. The last stop of the day was the BMW Performance Center where Martha tested out the Ultimate Driving Machine on BMW’s own track...



[Source: BMW]


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irishmike - 12/16/2010 8:40:13 PM

-6 Boost

This will not hurt the X3 much. I've always considered BMW's Suv's douche-mobiles anyway.

delan - 12/16/2010 11:52:22 PM

+5 Boost

Martha's got good taste

motor1 - 12/17/2010 2:29:26 AM

+4 Boost

It definitely doesn't hurt. As the saying "any publicity is good publicity" goes, this segment on her show makes the viewers of a widely viewed television show more aware of the new X3. It encourages those looking at purchasing cars in the X3, X5 and X6 segment to turn to BMW as they offer locally made, and local economy stimulating products.

Whelan - 12/17/2010 7:59:56 AM

-2 Boost

At least we know the demographic of the X3. I'd rather have a Coach edition Lexus RX though. Sounds better than Martha Stewart X3.

Any publicity might be good publicity, but BMW is also turning their lineup into a city community pool on a hot July day.

DeutschlandV8 - 12/17/2010 10:40:40 AM

+5 Boost

Having seen one in person I can say its a huge improvement, and the best looking small suv on the market. Its very clean looking, and well proportioned.

Chaordic1 - 12/20/2010 12:48:22 AM

+1 Boost

The thing is that Martha is well-known to have driven Chevrolet Suburbans for years and has publicly gone on record with her admiration for the big 'burb.

It really looks like she's kind of just cashing in on the BMW endorsement. (Not that there's anything wrong with that.) If they paid her enough she'd endorse Yugos if they still made them.