Product in the marketing mix of BMW
Starting in the early 1900s by building motorcycle and aeroplane engines before moving on to cars a few years later, BMW has for many years now been at the top of its league in the car industry. Although BMW is involved in many sports and events, as well as other promotions, the key aspect for the success of BMW is their range of cars. BMW cars appeal to so many people including to lower class customers. It is no surprise that BMW is a part of the “Want segment” now. The upper class WANTS this product. Each of the cars in the series (1, 3, 5 and 7 as well as X and other classes) is different to drive and have different characteristics. Car enthusiasts regularly review these cars on the internet and on the television along with testimonials about how great BMW feels to drive.