BMW is a well-established leader in the luxury car industry and has been a status symbol for decades. Also, the new millionaires in China are likely to be technology-savvy. Thus, I think that as part of their first move, BMW should recast Audi's attempts to break into the market by implying that it is too available, and thus not as much of a status symbol. Also, BMW should filter information about its cars' features, revealing details about the newest in-car technology to appeal to the tech-driven market in China.

As part of its second strategy, BMW could bait Audi by challenging their qualities in an ad, directly listing the BMW's superiorities over the Audi. This could also serve as a Red Herring by halting Audi's ad campaign so that they can quickly respond to BMW's Bait move.

 In this instance I don't know that a Bait would work.  I think a Red Herring would catch the attention of the Chinese public.  Perhaps the company could create a CRS targeted to a cause important in China. 

I think that BMW would greatly benefit from running the recast and filter plays to create a sense of mystery with consumers.  This could create a sense of excitement with new and different information being introduced.  The bait strategy seems to be more dishonest than not.  Luring consumers against their will is not as successful to me as creating exciting new ways to draw interest honestly.  They should perhaps examine Audi's strategies and research their target audiences to find the best ways to attract new buyers.  Overall, BMW needs to reexamine their current strategies compared to other successful players and determine what ways they can change to benefit their company.

I agree with this playmaker that BMW should incorporate a little of both tactics into their planning and brand reinvention in China.  I think it is both important to position your brand in comparison to others as well as determine which features are most coveted by consumers and highlight them.  With less BMW's being manufactured, it definitely helps to make them more desirable and BMW can use that to their advantage.  In addition, no car or brand is perfect and there are always opportunities to take another brands negative and turn it into your positive.

I feel that it would be smartest for BMW to run safe Recasts and Filters as opposed to Bait or Red Herring. Provoking Audi with action intended to draw an emotional response could backfire for BMW. Perhaps Chinese consumers would see through this tactic of BMW and therefore be further induced to purchase Audis. Even though it is the safer route, I feel that Recasts and Filters are the way to go for BMW to attempt to persuade consumers that BMWs are more desirable because they are less available. When it comes to luxury items, the harder it is to get or more elusive the product is, the more popular that product tends to be for consumers. When an expensive item has a waiting list or is difficult to find, consumers compete to purchase the item and it becomes a status symbol. In my opinion, this could easily happen with BMWs in China. If everyone begins to buy Audis and Audis are too available, then consumers may gravitate to BMW to be different and more exclusive.