Each year, marketing gurus at premium automakers like Audi, BMW, and Mercedes-Benz spend millions of euros vying for the attention of potential customers, both in Germany and abroad. They also compete for the attention of tomorrow's drivers - that is, their current customers' children.

Carmakers have developed brand-specific children's products like pedal cars, model cars or teddy bears wearing racing suits to capture this young audience's imagination. The aim is to develop the kids' brand awareness so they become attached to that particular carmaker – and stay that way for life.

From generation to generation

The fact that German carmakers have discovered children as a target group comes as no surprise to marketing expert Jan Wieseke of the Ruhr University in Bochum.

"German car makers have a very high potential for customers to identify themselves with the product and its status, and that makes them pre-destined for passing this identification on from generation to generation," Wieseke told Deutsche Welle.

"Carmakers need to think about their future sales," he added. "It's much easier to successfully target customers' children with a marketing campaign, than win over new customers altogether."

Early start

For Munich-based manufacturer BMW, it all starts with a 300-euro bicycle made especially for children aged between three and six.

"The bike may be used as a tyke bike for the children to walk with, so the bike has no pedals and no bike chain," explained Dirk Neuburg of Germany's biggest BMW dealer, procar.

"As the child grows, one can then revamp it and install pedals and a bike chain. That way, children can use the bikes to learn both walking and cycling."

Neuberg added that many parents think about their children's mobility when they buy a new car: "The absolute fast seller is a black 'babyracer', a bobby car resembling a real BMW." Last year, almost 1,000 of those were sold, he said

BMW also sells miniature battery-powered cars that closely resemble its real convertibles or roadsters. For 400 euros, children as young as three can climb behind the wheel and cruise at a speed of four kilometers an hour.

Small people, big turnover

Audi has followed a similar strategy. It also sells a pedal-version of its legendary "Auto Union Typ C" racing car from the 1930s.

The premium kids' vehicle is built for children up to 1.35 meters (4'5") in height and features a seven-gear stick shift, hydraulic brakes and a root-wood dashboard.

Production was limited to 500 units worldwide. Despite the price of 9,700 euros, it was very popular with affluent fathers.

Mercedes-Benz, Audi, and BMW all generate tens of millions of euros in turnover with children's products.

Marketing expert Jan Wieseke is not astonished: "When the core product and the by-product correspond really well, transferring the brand image works well."

Author: Klaus Deuse/ ar
Editor: Sam Edmonds