12 people were looking for a vehicle ... and found the BMW Isetta
In March 1955, BMW presented the Isetta to the buying public, calling it a "Motocoupé" in reference to its own motorcycle production and installing an engine from its own range, while the basic design came from Renzo Rivolta but was refined by BMW.
The Isetta was well received and became a success, thanks in part to the beautifully produced advertising and attractive sales brochures designed by BMW. In 1956, the marketing people came up with the idea of telling the story of twelve people looking for a car, similar to a magazine article.
And of course they found one, namely " ... as the ideal fulfillment of their wishes, the BMW Isetta motor coupé - as comfortable as a car - as economical as a motorcycle".
Six men (from country doctors to petrol station attendants) and six women (from midwives to photo reporters) each told their reasons for choosing the Isetta. Of course, these reasons complemented each other perfectly with the special characteristics of the cabin scooter, such as economy, maneuverability, weather protection or front-opening doors.
The reasons for buying were written in an entertaining way. For example, the stewardess says: "... We sometimes jokingly say: You have to walk enough in the air, on earth you should at least ride comfortably. And isn't that true? As an air stewardess, you always fly at a bit of a trot. Soon one passenger has a wish, soon another. I'm actually more comfortable in my BMW Isetta. A poem, don't you think? By the way, a tip from a colleague from the weather service: Gaby, he said, if you motorize - just with a roof over the perm. Remember, girl, that it rains on average 198 days a year here, so practically every second day ... so think about the 'Wetta', drive a BMW Isetta!"
All of this was presented nicely and in color, which was not a matter of course for such an inexpensive car, and certainly convinced some potential buyers, especially the 12th seeker, who completed the series and at the same time conducted the interviews of the other 11.
Of course, the brochure can also be found in the Zwischengas archive .
