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and global market was the precision, quality, and luxury of owning a German manufactured car.
Yet during the mid to late 1980s, with the emergence of competitors such as Lexus, Acura, and
Infiniti that also offered high-performance vehicles, BMW needed to reposition itself as more
than just a luxury brand (at that point a yuppie status symbol) to a dual image of performance
and style (the birth of the Ultimate Driving Machine). And with a growing demographic of
both younger individuals (looking for an expression of status and social aspirations) and a midlife crisis individual looking for an expression of lifestyle and freedom in the United States,
BMW needed a rebranding goal that would enhance the mystique of BMW and capture this
new psychographic segmented target market.
The Z3 was the next step to improving BMWs position within the U.S. target segment while
maintaining its overall strategy as best-in-class with a unique and definitive positioning from
its competitors. From a 3C perspective:
1) Company Fit
Best fit with position of driving excitement and heritage roadster producer congruence of performance and style to distinguish itself as the best luxury sports
sedan company: the Ultimate Driving Machine
Niche market reflects corporate goal of being the best, not the biggest
2) Consumer Needs
3) Competitive Advantage
First mover advantage because no product yet available that fits consumer needs
and embodies the overall image BMW trying to project
These are all elements that a lover of life individual across a wide
spectrum of demographics desires. For the men and women in their 40s looking for their
dream car that holds all the comforts and quality promises of a luxury car, the Z3 is their
escape from reality. For the Generation Xers that are seeking quality and style to enhance their
lifestyle and make a bold expression, the Z3 represents a unique statement of the image they
want to portray.
And even for the younger generation that perhaps saw BMW as too
traditional and serious for them, the Z3 represented a cool, technologically innovative and
reliable car.
Given BMWs strategic goals of 1) rejuvenating the brand (Made by BMW versus Made in
Germany image) 2) expanding the franchise (giving credence to its first American plant), and 3)
instilling an image of style, quality, and fun the Ultimate Driving Machine, BMW chose to
position the roadster as an integral everyday part of American life the Z3 roadster as a
cultural icon that everyone could identify with and be excited about. This fits with the lover of
life segment and a rejuvenation of the brand because of a palpable association with the
American dream.
leverage the enthusiasm of its core customers to stimulate further buzz in the market and add
credibility to its commitment of quality with its first ever American plant.
Non-Traditional Marketing Characteristics and Intent
The central elements of fantasy, uniqueness, style, and non-traditional with an emphasis on
establishing the roadster as a cultural icon worth talking about in America (taking the spotlight
off German made and putting it on BMW made) throughout all the different marketing
Placement in the Neiman Marcus Catalog promoted the product as unique and unusual
(its not often a department store catalog offers cars) yet woven into American culture
and everyday life conversation (Neiman Marcus and Christmas are two strong American
cultural images).
Working in conjunction with Apple on its new website and generating extra buzz
through technological innovative tools of building your own roadster increased hits on
the website four-fold and was consistent with being unique and non-traditional theme
(not to mention fun and creative)
The press launch in Central Park, the most prominent public park in the most well
known city in America (if not the planet), with a focus on detailing BMWs latest
invention (unique, non-traditional, stylish, innovative) also continued to help generate
extensive buzz and coverage.
Ties to pop culture through appearances in the Jay Leno Tonight Show and well-known
radio DJ programs also contributed to getting the brand into the conversational milieu
and reinforced BMWs positioning.
While it is difficult to assess whether the Go: An American Road Story video was
widely accessible or viewed by a large audience, its theme of celebrating life and the
road certainly fit with BMWs messaging and targeted audience.
Consumers