Comparative Analysis of Car Features - Honda, Toyota, and BMW - Case Study Example

Name Institution Affiliation Course Tutor Date Introduction Today, the motor vehicle world landscape is shifting as companies try hard to be innovative enough to stay ahead of the competition in a very competitive market space. Since, the customers taste and preferences is becoming more and more complex as well as dynamic. Therefore, motor vehicle making companies have been forced to move with the market trends to beat competition or perish. Moreover, with the right strategies if implemented in time to seize the opportunities as well as eliminating the threat along the way. Also, having the financial muscle as well as oriented to the goals of the company (Kotler and Armstrong, 2006). This will see companies standing out ahead of the rest in the market space. To begin with, brand image is the consumer perception of what they really need in a car. This is where Honda, BMW and Toyota tops as the best Brand image based on annual car-buyer perception ratings (Macesich, 2013). In addition, they have had significant advantage over other brands in the non-luxury, luxury as well as large vehicles brands respectively based on the same ratings. Further, it is important to note, that Brand Image Awards is often based on consumer motor vehicle perception data. This is carried out on an online tracking study that captures the perception of nearly 12,000 new motor vehicle buyers. Also, it captures the valuable factors that define their purchase decisions while they are going about their shopping. Honda topped as the Best Valuable car as well as the most trusted by consumers according to the survey that is among non-luxury shoppers. This is simply because it was admired for its reliability as well as the manner in which the company does its promotions (Cbsnews.com, 2015) Meanwhile, Toyota is the most valuable car brands in the market because the Japanese brand continues to launch the most models in market. While, BMW has dipped since the German brand lacks new product launch comparison to it’s the past years. Contrary, BMW has maintained its position as the most powerful and distinctive brand in the market (Macesich, 2013). Also, BMW did well as in terms of its status as the most Luxurious among three brands as well as best performance and best styling. In this section, I will discuss the comparison among the three car brands in the following categories: models, vehicle range, price range, appearance, safety features, luxury features, engine power, resale value, spare parts availability, after sale service, fuel consumption and finally customers’ satisfaction. Therefore, these categories help influence marketing as well as hands on experience. Often, with perception it can act as indicator which reflects on years of good or bad performance in a certain category. However, this does not reflect on the actual qualities of three brands. To end with, in this paper I will give an in-depth analysis of all the three brands to clearly give a comparison on the three in terms of the qualities. Models Models will be the first category to begin with. Models the particular design or version of a product and in this case it is motor vehicle. To begin with, Toyota has numerous models as compared to the other brands which as earlier on indicated makes it the most valuable brand. For instance, the models as follows in Oman Corollas, Camry, Aurion, Yaris Sedan and Hatchback, Avalion, Rav4, Fortuner, FJ Cruiser, Prado, sequoia and Land cruiser (Toyotaoman.com, 2015). In the other hand, Oman Marketing and Service Company have in store the following Honda models. They are as follows; Accord, Accord Coupe, City, Civic, Crosstour, CR-V, Jazz, Odyssey, Odyssey J and Pilot (Honda.com.om, 2015). While, BMW strives in the Series models such as 1,2,3,4,5,6,7 series as well as X series and Z series. Also, they have the i8 as well as Z4 Roadster. Lastly, BMW has got the M class which consists of M3 sedan, M4 Coupe, M4 convertible and M5 sedan (GmbH, 2015). In this case, it is very much evident that BMW has got a wide of luxurious models in store as well as greater designs compared to the other two brands. Vehicle Range In this subcategory will focus on vehicle range which is the variety of classes of motor vehicle that the three brands have in Oman. For instance, Sedan, Hatchback, all wheels, Coupe, and minivan. In this regard, Honda brand has three sedans which include; Accord, City and Civic. Also, they have one coupe which is Accord coupe, one hatchback Jazz, two minivans Odyssey and lastly there are three four wheel drive which include Crosstour, Pilot as well as CR-V. In the case of Toyota, there are five sedans, one hatchback and six four wheel drive. They include the following Corolla, Camry, Yaris sedan, Aurion, Avalion. There is one hatchback which is the Yaris Hatchback. While, there four wheel drive include Rav4, Prado, FJ cruiser Fortuner, sequoia and Land cruiser. Lastly, BMW has ten sedans ranging from Series to M class and i8 as well as Z4 Roadster. There is one Coupe which is the M4 coupe. Finally, there are two four wheel drive. Price Range The prices for the three brands definitely vary in all three models with BMW being the most expensive of the three brands. For instance, a BMW 5 series price range between 49,950- 67,200 in US Dollars while Honda Civic price range between 17,193- 18,490 US dollars. In the other hand, Toyota Camry price range is between 21,017- 22,970 US Dollars. Therefore, looking at the price range of three models, it is evident as earlier mentioned that BMW is the most expensive of the three. In addition, Honda is the cheapest of the three, making it more affordable as well as suitable for non-luxury purpose. While, the Toyota Camry price is moderate yet not as expensive as the BMW. Appearance Manufacturers of the three brands are putting much effort into their models in terms of style, design, color as well as shape. To begin with, a look at the BMW 5 series with great improvements from the generations back, having a strongly outlined kidney grille, with a shaper tail lamp design as well as LED headlights that is further optional across its various range. Moreover, inside the BMW 5 series it’s more of driver centered with pushed- out corners which makes it more appealing with a low horizontal dash (Gear and 5 Series, 2015). In contrast, to the other brands such as the Toyota Camry which as a slight change in appearance which Toyota refers to as an aggressive front-end appurtenance, it has LED lamps with have an auto-leveling feature for low as well as high beam. In addition, the Camry dash has a soft-touch trim with area ahead of the shift knob receiving an enclosed bin that has personalized electronics, accompanied by a USB port as well as a wireless charging pad. In the other hand, the Honda Civic sedan received various updates over the past two years to keep it as per with the market. Further, after poor designs there has been restyling that has been done on the 2015 model hasn’t changed much from its 2012 model in the top-trim infotainment system. Safety Features When it comes to safety the Civic sells better compared to the Toyota Camry and BMW 5 series. The 2015 model certified a Top Safety Pick by the Insurance Institute for Highway Safety (IIHS) (Macesich, 2013). In this regard, it has standard rearview camera as well as standardized lane-departure warning and forward-collision warning systems (Carsort, 2015). In addition, there is a standardized lock as well as power windows and a hands-free calling Bluetooth connectivity in all the Civic models. In contrary, the other models safety measures have loop holes especially in the frontal test. While the 5 series has got Xenon Adaptive Headlights accompanied with automatic high beams as well as second generation night vision system with pedestrians detection. Therefore, this makes it outstanding among the other models during the night. Luxury Features The luxury features has been the battle front for many car manufacturers to improve comfort in their models. For instance, the BMW interior has Black Nappa leather with sunroof as well as power steering with iDrive controller and touch pad, making it more-driver oriented sport sedan. In addition, the horizontal dash layout as well as the pushed-out corners creates an appealing feeling (Autoguide.com, 2015) of spaciousness to increase comfort. In contrast, the Civic has seat fabrics which have faux- stitching making it look good from a distance. However, the feeling does not entirely last. Conversely, the model does have common features that common in all the Hondas such as gauge colors and graphics. In the other hand, the Camry interior comes with a new fabric as well as sport leather seats. Engine Power To begin with, the Camry is powered by a 2.5 liter four cylinder engine or 3.5 liter V6, they both come with six speed automatic transmission. In contrast, the Civic comes with a Continuously Variable Transmission (CVT) which is better when comes to fuel economy. Also, it comes with a new version of the 140 horsepower four cylinder engine that comes with a five-speed manual gearbox. Moreover, the suspension upgrades makes the Civic more firm with quality ride. In the other hand, the 5 series engine is turbocharged V8 engine making 445 horsepower. Further, it has an exquisite eight speed automatic transmission (Gear and 5 Series, 2015). Therefore, BMW model engine stands out among the three while the Civic is more fuel-efficient compared to the rest. Spare Parts Availability In Oman spare parts availability is another issue that affects the brands in the market. For instance, Toyota being the most valuable brand with many models that cut across the world as well as numerous plants that have been opened across continents. The brand has embarked on the delivery as well as accessibility of spare parts for its various models that can be accessed easily and in deed affordable (Top Gear, 2015). In contrast, the Honda brand spare parts are not easily accessible compared to the two brands with the brand. Customer’s Satisfaction The reason for doing business is to make profit as well as be head of the rest when it comes to competition. Therefore, many companies strive to be more technology advanced than others to meet the ever changing customers’ taste and preferences (Consumerreports.org, 2015). Therefore, that is where Toyota and Honda comes in to meets the consumer’s satisfaction by providing them with a wide range of brands. This gives the customers’ value for their money as well as satisfying the customers with wide range of models that have different designs (Quora.com, 2015). Contrary to the BMW brand which has lagged behind in meeting the customers’ satisfaction. Conclusion In conclusion, it is very much evident that Customers are changing the motor vehicle landscape each coming day. Therefore, companies have to always scrutinize both their external and internal business environment to produce top brands that will meet the customer’s satisfaction as well as increase efficiency (Thomas, 2007). Conversely, the Honda brand needs to be more improve further to beat competition from the other brands which have outdone it most of the brand image categories as seen in this paper. Competition will enable the Honda brand to penetrate the deeper market that has been penetrated by the two brands meeting both economic classes. Recommendations Finally, in light of the comparative analysis of the features of the three car brands it is important to give my recommendations to Honda through Mr. Muhammad Ammar Al-Wahaibi. Who is the General Manager of OMASCO. Forthwith, first Honda should improve the design of their models which has been viewed to be too common with little improvements on the designs. Since, it longer appeals to the customers who are looking out to more appealing brands like BMW. Second, the brand should introduce or move into the sport sedan models which other brands have introduced to attract the market space. Third, the brand should also do away with monotony on its models which have been viewed to have similar interior designs such as graphics and gauge designs. Lastly, it is important for the brand to increase their model range to up competition in the market space which been dominated by the brands such as Toyota. Bibliography Autoguide.com, (2015). Compare 2015 BMW 5 Series to 2015 Toyota Camry to 2015 Honda Civic Sedan. [online] Available at: http://www.autoguide.com/new-cars/compare/2015- BMW-5-Series-vs-2015-Toyota-Camry-vs-2015-Honda-Civic- Sedan.html?compareStyles=372390,370095,373200 [Accessed 27 Oct. 2015]. Carconnection.com, (2015). CAR CONNECTION | Search Options. [online] Available at: http://www.carconnection.com [Accessed 27 Oct. 2015]. Cbsnews.com, (2015). The safest cars on the road: Is yours on the list?. [online] Available at: http://www.cbsnews.com/news/the-safest-cars-on-the-road-is-yours-on-the-list/ [Accessed 27 Oct. 2015]. Carsort, (2015). 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