a few questions about BMW sales/marketing please!

[bmwe92fan]

Try not to get the engineering department confused with the marketing team at BMW - an engineer would give very different answers to this question than a marketer. From a marketing perspective the 3-series is where most BMW owners "enter" into the brand, and then they fall in love and "move up". Do not look for them to try and reach down and pull consumers "up" by lowering prices as this is NOT how they want to do it and those consumers really aren't who they want in the brand anyways...

Most of us on here are enthusiasts who represent as others have pointed out a very small segment of the brand -- a very important one but small nonetheless. What we think is interesting but doesn't drive the brand.

BMW will always be about the driving experience -- but it will always be looking for the individuals that want to move up on their own and can afford to do it...

[bmwe92fan]

Originally Posted by minigearhead

the cost of developing a new series is IMMENSE and very rarely worth it if there is only a small difference between two different series'

That's a really good point. Did you happen to see the Discovery Channel's (I think it was discovery) documentary on the development of the new 6-series - how long it took and how much it cost. Only BMW would do that - and that is why I love BMW's!

[mjposner]

Also, German car makers can't compete in US against Jap/Korean cars so they have to move up market. In Europe they do compete with many lower priced smaller cars.

[bmwe92fan]

Well I've lived in both Europe and Asia and you are right - they do make available much smaller cars with a much broader range of engines but I wouldn't go so far to say they are cheaper (relatively speaking) considering the segments they compete in...

[speedfan]

Originally Posted by bmwe92fan

Try not to get the engineering department confused with the marketing team at BMW - an engineer would give very different answers to this question than a marketer. From a marketing perspective the 3-series is where most BMW owners "enter" into the brand, and then they fall in love and "move up". Do not look for them to try and reach down and pull consumers "up" by lowering prices as this is NOT how they want to do it and those consumers really aren't who they want in the brand anyways...

Most of us on here are enthusiasts who represent as others have pointed out a very small segment of the brand -- a very important one but small nonetheless. What we think is interesting but doesn't drive the brand.

BMW will always be about the driving experience -- but it will always be looking for the individuals that want to move up on their own and can afford to do it...

Agreed & understood :-)

Originally Posted by bmwe92fan

That's a really good point. Did you happen to see the Discovery Channel's (I think it was discovery) documentary on the development of the new 6-series - how long it took and how much it cost. Only BMW would do that - and that is why I love BMW's!

I saw the part of a crash-test BMW dummie with attached sensors cost $200k each. Had to pick up my jaw from the ground!