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. With the Heimholz resonators, when exhaust gases flow by - not through - the dead airspace, they cause the air to produce sound waves of a frequency that cancels much of the noise in the exhaust-gas waves," which thereby reduces much internal and external noise (Chaikin, 1996, 64).
This noise reduction was important since the BMW's 5-series price tag 30,000 to 45,000 bp put it in the range of a luxury car, but its noise put it in the class of a speed roadster:
With this new 5-series, howe...