They can configure vehicles together with the customer using a shared screen, for instance, or give them a virtual tour of the cars they have in stock. The second step was for the company to take the sales process for retail partners largely online via its high-traffic websites in key markets.
This will be rolled out in other markets in As part of its new sales strategy, the BMW Group, with its retail partners, is planning to give customers the option of buying their individually configured custom vehicle entirely online in the future and having it delivered to their front door — creating an entire online customer journey that is completely seamless: from configuration to ordering and through the use phase. This will allow customers to experience BMW Group products and services customised for them in the best possible way.
Electric vehicle owners can also configure products and services from BMW Charging and MINI Charging individually to create a charging solution tailored to their needs — for charging at home or on the go. Annual investment of triple-digit million amount up to in digitalisation of sales and marketing. We know which products or services they might be interested in.
Digital aftersales upgrades will substantially contribute to highly profitable optional equipment business in the future. The BMW Group also wants to significantly expand the range of vehicle functions available as digital aftersales upgrades. This will make it easier for customers to equip their vehicle with options that meet their wishes and individual mobility needs.
Customers will also be able to activate additional features, such as driver assistance systems, selected light and sound packages, or even suspension set-up. These features are also offered for a limited time — benefiting customers who lease or rent their vehicle and only drive it for a certain period. BMW, with its efforts to get some of the upper middle class segment, is losing the customer base of its A grade segment.
BMW is again marketing itself in the premium range to get back the ultra premium market share. In an ever growing automobile market where growth of Luxury segment is something which is noticeable. Large numbers of players are now fighting to eat each other over market share. Another advantage for these car manufacturers is the support of number of loans available for the purchase of vehicles in developing countries. On getting associated with BMW these people have feel of pride or ownership.
BMW belongs to the Demand segment in needs wants and demands , and it shows that the individual belongs to a higher social class. One of the key points which makes BMW a unique brand is its promotions. In other words, BMW Group product portfolio only comprises expensive vehicles at a premium level and the company does not have budget vehicles in its portfolio to target individuals and households with a smaller budget.
The following table illustrates BMW segmentation, targeting and positioning:. It has to be acknowledged that segmentation, targeting and positioning for BMW presented in Table above is conducted in a broad manner, without making distinctions between various models of a particular brand.
Each of the brands within BMW Group can be subjected to further segmentation, targeting and positioning as well. For example, table above categorizes MINI target customer segment as year-old males and females within Full Nest 1 life-cycle married couple and youngest child under six with a high loyalty to the car as a product, but not currently using MINI products.
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