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What I don't know is how many BMW drivers
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Posted by Noel [Email] (more from Noel) on Fri, 4 Aug 2006 12:42:46 Share Post by Email
In Reply to: Interesting SAAB related BMW campaign, saw, Thu, 3 Aug 2006 23:45:32
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buy the brand for its performance as opposed to its image. My guess is most people are going for the bling, image, cachet, whatever you want to call it.

My take is that Bimmers used to be enthusiast cars, beginning way back with the 507 but not really hitting the broader market until the 2002 in 1969 or 70. Then in the late '70s/early'80s the yuppies latched onto them and it was mostly downhill from there. BMWs were still very nice cars but they tended to get branded as yuppie-mobiles. (So did the Saabs of that period to some extent.)

By the late '80s Infiniti and Lexus had their own flavors of yuppie cars but with Japanese reliability. They carved share from BMW because the yups were really buying image, and the newest cars had image that Bimmers lacked. Advertising pushed the image and BMW was still just the Ultimate Driving Machine.

Now, a few Bangle-butts later, BMW is trying to regain share but seemingly doesn't know how to compete in a crowded market where potential buyers don't care about all the brand's attributes. And they do clumsy things like iDrive. As great as the Ultimate Driving Machine tagline is, it doesn't resonate the way it did when BMWs were better drivers than many other cars. Now lots of cars drive well and the average image seeker just doesn't care or even notice the difference.

Just my $0.02



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