A primer for all product design from a supposedly passe industry.

Adrian von Hooydonk, BMWs design director, discussing the new 5 series Gran Turismo.

Replace BMW and cars with any other product or service category, and you have a succinct list of guidelines for today's world.

7:25
Marketing is more about story telling, because Life has become more about experiences than collecting objects or things.

9:52
People are treating themselves in more private, internal ways.

10:45
A vehicle that encourages social interactions and provides luxury...without screaming it.

11:03
Storytelling and narrative a bigger part of the marketing for all BMW models.

11:57
People like to surround themselves with distinct, individual choices.

13:45
Speed of change is greater in Asia, and it deserves greater focus.

16:00
Despite the global reach of the brand, the BMW customer is motivated by the same core desires and values.

20:00
Regarding global competition, you're only as good as your last product or design. But reaching BMW's level of expertise and quality takes many years. Heritage of quality is a key ingredient.