BMW Is a World-Class, World

BMW is a world-class, world renowned manufacturer of quality luxury vehicles. Over the years, BMW has designed a full range of vehicles to meet the demands of a changing marketplace. BMW cars range from convertible sports cars to large luxury sedans, SUVs, and motorcycles. Although many of BMW's automobiles are high-end, the company does manufacture several moderately-priced vehicles for more budget-conscious consumers. However, the BMW consumer profile will generally consist of upper-income individuals and families. BMW cars are generally classified into nine different body types: Series 1, 3, 5, 6, 7, X3, X5, Z4, and M. Each series will have its own target market and market segment.

Series 1 BMWs are the sports hatch models. These four-door model hatchbacks will suit a wide range of consumer needs and the target market is therefore quite broad. Because of its versatility, spaciousness, and sportiness, the Series 1 will likely appeal to small families or child-free couples looking for a car that can be used for commuting or for longer road trips. Underlying motivational appeals would center on energy, a need for vitality, and desire for an active, outdoors lifestyle. Target market will therefore be relatively young. Potential fears would include not wanting a car that is too big or too small; the Series 1 will appeal to those consumers who do not want the heaviness, size, or stigma of an SUV, but still need the space and versatility of a larger vehicle.

BMW Series 3 consists of the most model varieties of any other series, with five distinct Series 3 types: a sedan, a coupe, a convertible, and two different touring models. The Series 3 cars are conservative in appearance, but their variety of body types will appeal to a wide range of consumers. Several of the Series 3 models are lower in price than other BMW cars and might therefore appeal to younger, upwardly mobile market segments. The touring models will appeal more to large families or those who want larger vehicles, whereas the coupe and convertible will appeal more to single individuals. The main motivation to purchase a Series 3 BMW would be to own a status symbol car without having to spend an inordinate amount of money. Therefore, status and reliability would be the main needs and wants of the target market segment for the Series 3. Series 5 BMWs are similar to the Series 3 models, but are four-door sedans rather than two-door. The Series 5 models also carry higher price tags and will appeal more to an older marketing demographic.