$7$:$29$

$.11?$

MKTG$301$

Group Assignment...

focused and active but had previously avoided BMWs because of their premium costs. The $1$ Series reached this group with its lower price point, sporty design, and luxury brand. The X$1$ and $x3$ also hit home with a smaller, less expensive SUV design.

The redesign of the $7$ Series, BMW$\text{'}$s most luxurious car, targeted a group called "upper conservatives". These wealthy, traditional consumers don't usually like sporty cars, so BMW added electronic components such as multiple options to control the windows, seats, airflow, and lights, a push$-$button ignition, and night vision, all controlled by a point$-$and$-$click system called iDrive. These enhancements added comfort and luxury, attracting drivers away from competitors like jaguar and Mercedes.

BMW successfully launched the $x$ Series by targeting "upper liberals" who had achieved success in the $1990$s and gone on to have children and take up extracurricular activities such as biking, golf, and skiing. These consumers needed a bigger car for their active lifestyles and growing families, so BMW created a high$-$performance luxury SUV. BMW refers to its SUVs as sport activity vehicles in order to appeal even to these active consumers.

BMW introduced convertibles and roadsters to target "postmoderns", a high$-$income group that continues to attract attention with more showy, flamboyant cars. BMW$\text{'}$s $6$ Series, a flashier version of the high$-$end $7$ Series, also targeted this group.

BMW uses a wide range of advertising tactics to reach each of its target markets. However, the company's U$.$S$.$ tagline, "The Ultimate Driving Machine", has remained consistent since it first launched there in $1974.$ During this time, sales have grown to more than $300000$ units in the United States in $2013.$ In recent years, BMW has returned to emphasizing performance over status, stating, $"$We only make one thing, the ultimate driving machine".

BMW owners are very loyal to the brand, and enthusiasts host an annual Bimmerfest each year to celebrate their cars. The company nurtures these loyal consumers and continues to research, innovate, and reach out to specific segment groups year after year.

Answer the following questions:

Q$1.$ How does BMW segment its consumers?

Q$2.$ What does BMW do well to market to each segment group?

Q$3.$ Should BMW ever change its tagline, "The Ultimate Driving Machine"? Why or why not?

$2$