BMW is a world-class luxury car, motorcycle and engine manufacturing brand headquartered in Munich, Germany. Considered one of the world’s most admired and recognised brands, it is renowned for its exceptional craftsmanship, reliability and high-quality product offering.
BMW is regarded as one of the ‘Big 3’ German car brands, together with Audi and Mercedes. In 2013, BMW sold more than 1.95 million cars and more than 115,000 motorcycles. In 2014, it hit record sales levels as global demand for premium luxury cars remained high.
BMW remains one of the most established and revered car brands in the world, with millions of people worldwide yearning to get their hands on one of these top vehicles. But how has this company, founded almost a decade ago in 1916, managed to maintain its global appeal? Read on to find out…
Product Offering
One of the most appealing features of the BMW brand is its wide range of products available. Ranging from super exclusive (and expensive) to the more affordable model, the brand appeals to people from a range of target markets, including less well-off clients.
This leading car manufacturer offers more than five series’ of cars: series 1, 3, 5, 7 and X series, in addition to other series. Each series features unique characteristics and offers its own unique driving experience. Above all else, many people highlight how great the BMW feels to drive, no matter which series of car you may be driving.
BMW’s Most Prominent Features
· Aesthetically appealing
· Refined engineering
· Powerful engines
· Excellent speed
· Safe and reliable
Another notable feature of BMW is that it uses exactly the right part designed specifically for the car it is creating.
Other German motor brands, such as Audi and Mercedes, are tied to different companies (Audi is tied to VW and Mitsubishi whilst Mercedes is tied to Chrysler). As such, Audi and Mercedes use parts from different companies in order to make savings.
BMW does not do this; as such, customers are aware that they are paying a little bit extra for the highest-quality models. The brand can therefore be associated with superior craftsmanship that cannot be matched even by other leading car manufacturers.
Other Notable BMW Features
BMW has a unique market positioning. Some of the key product features in its marketing mix include:
· Exceptional product offering
· Luxury market segment
· Powerful brand appeal
· Highest-quality services
As a business, it is essential that you carve your position in the market and learn how to distinguish your brand from the competition. With a focus on excellence across all areas of your business, you will soon find yourself standing out from the crowd and successfully appealing to your target market.
Other Car Brands Covered
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