This project delves into the realm of relationship marketing, focusing on its application within BMW, a prominent luxury vehicle manufacturer. The research begins by defining the core concept of relationship marketing and its significance in fostering customer loyalty and long-term engagement, contrasting it with traditional transactional marketing approaches. It then examines the impact of relationship marketing, particularly through social media, on attracting new customers, highlighting the importance of building strong customer relationships and creating a positive brand image. The study further identifies the challenges BMW faces in implementing these strategies, such as adapting to evolving consumer behavior and leveraging social media effectively. Through literature review, the project investigates the impact of relationship marketing and also the challenges faced by the company in managing the relationship marketing. The project concludes with recommendations for BMW to overcome these obstacles and enhance its customer acquisition efforts, emphasizing the need for improved after-sales service, understanding consumer needs, and utilizing social media for feedback and engagement. The research employs both primary and secondary data collection methods to answer the research questions and provide in-depth analysis, offering insights into the practical application and strategic importance of relationship marketing in the automotive industry.