BMW case study

The seven series were produced for the “upper conservatives” who want comfort, luxury and performance and have no consideration for sporty appearance. The X series targets the “upper liberals” who have family and active lifestyles. The convertibles and roadsters target the “post-modern” class who are also the flamboyant type. This move to diversify the company’s products was necessitated by competition from other motor vehicle companies such as Mercedes Benz and Jaguar. The company emphasizes performance over status and that’s why it still retains its brand “the ultimate driving machine”. A good example is Chevrolet Company which sponsors Manchester United football club, Emirates airline sponsoring arsenal football club, Yokohama sponsoring Chelsea football club after termination of the lease with Samsung Company. Offering after sales services In order to set the company apart from the competitors, they can also offer after sales services to customers. These include, free on board tra...