The company itself knows that its target customers expect a certain quality from them, and are willing to pay a bit more for it. They also expect exclusivity because the car should not be available to the masses. Thus, the ads on television are sleek, and seem to be of a higher quality than other car ads, asking the viewer to apply this logic to their products. BMW ads focus as much on the looks of the car as on the engine and the technology of the car. BMW also focuses on customer delight and a purchase of a car is almost always accompanied by gifting a few memorable moments to the customer for the purchase of the car.