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BMW separates itself from competitors through the desirability of its brand. Owning a BMW is considered an achievement and socially desirable.  Whilst BMW manufactures reliable top-spec automobiles this is not necessarily the main driving factor for a consumer to purchase from them. Instead the way a BMW owner is viewed in society is what sparks consumers interests as potentially a way of flaunting monetary status. BMW are a brand of luxury car so owning one should make the owner feel so and this is the reason for the BMW group’s ample success over competitors. BMW out-selling rivals in the luxury car market shows the impact the brand has on consumers when it comes to choosing a car and how BMW’s brand image has proved detrimental to attracting customers.

BMW has started a strong structured movement towards a greener future investing heavily in an impressive electric car range to further cement lower CO2 emissions for the future.

BMW set its prices higher than the market average as it reinforces its position as a quality brand. By setting a high price they will appear to consumers as a better car than cheaper options. BMW are not trying to lower prices to attract customers instead they do the opposite sporting a higher price to make themselves appear a level above. This attracts customers who view a car as more than a mode of transport but a symbol of elegance and wealth too.

BMW set a higher price and as a result, gained a demographic with incomes nearly double as high as the US average. This works in their favour as these consumers are less likely to struggle if they pay in installments. Consumers with less disposable income may fail to consistently make payments on a car but BMW does not attract this demographic of customers, which will allow BMW to have a steady flow of income.

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