1. Assess BMW's position in the North American market? How healthy is the BMW brand relative to previous years? What are the weaknesses in the BMW brand? What is the growth strategy for BMW in the North American market?
BMW is a relatively small company, and had small market share in the North American market, compared that in the Europe market. BMW runs in the premium category, luxury/performance segment, and focuses on quality, instead of volume.
In North America, people considered BMW as a niche foreign car manufacturer, and associated it with Mercedes-Benz, Jaguar, and Cadillac, which convey more conservative and stodgier image, before mid-1970s. However, after BMW launch "Ultimate Driving Machine" campaign, which featured young urban professional driving BMW, and showed the high performance of the BMW along with superb handling and German engineering. This whole new campaign started to catch the eyes of young urban professionals, pursuing design, style, and affluent in North......

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Title: Bmw
Approximate Word Count: 1980
Approximate Pages: 8 (250 words per double-spaced page)

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