35. Insights
• BMW
are
operaXng
in
a
highly
compeXXve
U.S
market.
Its
main
rivals
are
Mercedes,
Lexus
and
Audi.
• Audi
is
growing
faster
than
all
the
rest
and
they
have
been
quite
aggressive
in
their
communicaXon
output.
• Mercedes
is
the
more
conservaXve
of
the
brands
and
appeals
to
a
slightly
older
demographic.
36. • BMW
appeals
primarily
to
young,
single,
highly
educated
and
high
earning
urbanites.
• They
are
very
knowledgeable
about
car
products
and
oeen
do
not
need
to
go
to
a
showroom
before
making
their
purchase
decision.
• They
expect
their
auto
brand
to
acXve
online.
• BMW
is
a
leader
in
search
acXvity
and
we
saw
a
posiXve
relaXonship
between
search
and
sales
figures.
Insights
37. • In
the
luxury
end
of
the
car
market
quality
is
assumed.
• There
is
liRle
to
choose
between
rivals
in
terms
of
product
specificaXon
&
performance.
Therefore
the
point
of
differenXaXon
must
be
more
emoXve.
• Rising
fuel
costs
and
alternaXve
energy
sources
is
sXmulaXng
interest
among
luxury
consumers.
i-‐concept
proving
popular
Insights
