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...
by Charles Boyd
Is BMW Heading For An Identity Crisis?
BMW is one of the worlds most successful auto companies. ... 3% in 2001, BMW sales rose 10% there and 12% worldwide. ... More than two-thirds of BMW buyers are repeat customers. ... BMW buyers are mostly wealthy baby boomers and Gen Xers, both highly lucrative market segments.
BMW built its enviable record on engineering excellence that offers its customers the quality they want in a luxury car. ...
Every major car company has tried to strike a deal with BMW during the past few years. BMW has spurned each suitor, wanting to grow on its own. ... market during Spring 2002 at selected BMW dealers.
This strategy puts the BMW nameplate on a range of cars that just about spans the entire range of price and auto types. ... : The new BMW Mini Cooper. ... dealers, and Springfields Reliable BMW is not one of them. ... edu/mgt487/mgtissue/bmw/there.htm
Been There, Done That?
Some analysts feel that BMW should have learned a lesson on the limits of its brand-extension ability from its recent Rover fiasco. For six years, BMW tried to bring back profitability to Rover, which it acquired from Britain. In 2000, BMW sold the Land Rover division to Ford for $2. ... BMW priced itself out of the market by building each of the four Rover models on separate platforms. That cost BMW twice what it will cost Ford, because Ford has more experience in building big, four-wheel-drive trucks.
Approximate Word count = 1237
Approximate Pages = 4.9
(250 words per page double spaced)
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