BMW Series 5 Autos In Great Britain

In an attempt to study the different ways and means, by which Bavarian Motor Works (BMW) is being promoted, marketed, and serviced in the United Kingdom, the following research methods were employed:

A. Field visits to BMW showrooms in Leeds and London to determine how BMW's were explained, displayed, and marketed.

B. In-depth analysis of available sales literature given out by BMW both in England and in America, in an attempt to see what differences, if any, are taken in approach and attitude.

C. Field interviews with a random cross section of the British populace conducted in person and via telephone to determine: 1) the extent of their knowledge of BMW; 2) their attitude toward it as a luxury vehicle; and 3) projected purchase preferences.

D. Analysis of British press reports on the following topics: the sale of Rover to BMW; the British fears over job loss following the sale; and efforts by BMW to become accepted as "part of the British family."

BMW's 5-series, a luxury line introduced in 1995, looks much like its predecessors, but is tighter and quieter. The model line features an extremely low drag coefficient, an all-aluminum suspension, a stiff chassis and a unique exhaust system which is described in detail in a review by Don Chaikin. He says that it is "similar to the Heimholz resonators attached to intake systems to reduce intake air sound-wave noise on acceleration. Wi

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1992 1,593,601 40,672 2.55 1993 1,778,426 40,921 2.30 1994 1,910,933 45,574 2.38 1995 1,945,366 55,034 2.83 1996 2,025,450 56,840 2.81 V. Distribution New BMW Series 5 autos are sold through a loosely structured network of authorized dealers approved through BMW/UK, which is the former British Rover PLC which was purchased by BMW. Used BMW series 5 autos are sold through a combination of approved new dealers and unapproved multi-dealers. The largest BMW dealer in the UK is Henlys PLC. According to its 1995 annual report, the "car market remained very competitive and the Motor Division recorded operating profits of ,4.0 million a large part of which were attributable to its BMW dealesrships." Henlys, which owns Motorpoint and Altwood, "two of the largest BMW dealerships in the UK with total new and used car sales volumes of 1,900 units, with attributable pre-tax profits of ,1.2 m, on turnover of ,49.5 m in the twelve months ended 30 April 1996" (Wood, 1996, 4). Promotion According to the company itself, BMW believes that people buy cars for the brand first and the model second. This is core to the consistent advertising strat
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Some common words found in the essay are:
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Approximate Word count = 2253
Approximate Pages = 9 (250 words per page)