Re: What I don't know is how many BMW drivers - Saab Other Cars Bulletin Board - Saabnet.com
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Re: What I don't know is how many BMW drivers
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Posted by Justin VanAbrahams [Email] (#32) [Profile/Gallery] (more from Justin VanAbrahams) on Mon, 7 Aug 2006 17:12:20 Share Post by Email
In Reply to: What I don't know is how many BMW drivers, Noel, Fri, 4 Aug 2006 12:42:46
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I sometimes wonder if the "yuppification" of the BMW brand isn't similar to skyrocketing prices on classic 60s and 70s metal. I imagine a bunch of college students in the '70s saw those cool 2002s on the road and hated the fact that they were stuck in a Chevy II. College education pays off and suddenly the successor to the 2002 is in high demand... It's just like Dad always having wanted a '66 Mustang and suddenly realizing he can afford it, 30 years later notwithstanding...

I think at this point most of the cars that previously represented performance can't offer substantial benefits over lesser-priced cars, and their manufacturers have started replacing actual go-fast bits with interesting wood grain and bizarre technical details. In terms of performance, what really separates a Charger from a 5-series, or a 9-5 from a Fusion? More expensive tires and brake pads aside, I'd not be surprised to find any of them sent around the track with remarkably similar numbers...

BMW probably can't wrest buyers from Lexus or Acura, but they may be able to grow into Saab and Infiniti's space. Seems reasonable to tackle those customers. Unfortunately, at least in Saab's case, those die-hard buyers will likely become more resistant to BMW's products once their actually being marketed to... In some sense, I think marketing may actually be the antithesis of Saab's appeal. It's the whole "If I have to explain it, you wouldn't understand" aspect.


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