Why the consumer should buy BMW - Essay Example

Why The Consumer Should Buy BMW? Bayerische Motoren Werke AG (BMW) has been one of the favorite automotive brands to millions s due to its belief that ‘loyalty has its rewards’ (BMW of North America, LLC, “Owners”). The essay will emphasize on how BMW, one of the most successful automotive brands in the segment of luxury car has developed its large customer base and delivered its remarkable offerings to attract new customers. Furthermore, the essay will also argue as to why consumers will prefer buying BMW over other luxury cars.

BMW’s innovations and performances in the segment of luxury car have acquired the repute of ‘the Ultimate Driving Machine’ from its numerous loyal customers. Automobiles are subjected to make regular and proper maintenance in order to ensure long life of the vehicle. However, maintenance costs of the vehicle are not for free and generally appear with a considerable price. Annually, it may cost approximately US $500 in maintenance for most of the luxury cars in the initial stages. However, at the later stages, a consumer may require to incur huge expenses due to massive changes in the machinery parts of the vehicle (BMW of North America, LLC, “Owners”).

In relation to the operational performances, it has been viewed that BMW offers free maintenance of its vehicles to its customers for a period of four years. In fact, more than US $2,000 can be saved relating to the maintenance costs in contrast with other luxury cars. Furthermore, the company provides much assistance to its customers by offering roadside support without any additional costs for the initial 4 years. In addition, the company introduced BMW Assist Safety and Convenience Services in order to provide security to its customers while driving the vehicle.

The service is integrated with GPS location equipment along with hands-free telephone service. It assists the driver by acting as a response specialist in order to tackle with any emergency situations. BMW developed innovative technologies which ensure long-term sustainability. In this regard it can be said that the company focuses upon the optimization of its manufactured car engines in order to accomplish superior fuel consumption (BMW of North America, LLC, “BMW Assist™ Safety & Convenience Services”).

Expensive cars are considered to be one of the utmost assets of the customers which are believed to generate substantial returns in future. However, the return largely depends upon the brand image of the vehicle. According to a survey, BMW has been declared the Best Resale Value in the year 2011 (BMW of North America, LLC, “Holds Its Value like It Holds A Corner”). The automobile engineering team of BMW is a competent and an organized one which created well-designed cars for its valuable customers so that one experiences smooth driving.

These well-designed cars also play a convincing role to attract the customers to buy BMW by a considerable level. In this modern period where majority of the customers are knowledgeable and well-informed in each and every aspects of life, companies require offering their best possible selling terms as compared to its competitors. Furthermore, customers have been observed to conduct various types of researches before making their buying decisions. Moreover, they review other’s opinions and discuss their own experiences with brands and products on the community sites.

In this regard, BMW incorporates customer insights, orientation and understanding as their prime corporate strategy. These strategies has enabled the company to customize its brand personality and raised its significance throughout the globe. Moreover, the company holds interactive sessions with their customers that enable it to implement innovative technologies which ease the driving experience of the customers (BMW of North America, LLC, “Holds Its Value like It Holds A Corner”). BMW Group emphasizes upon introducing and implementing innovative technologies which are environment friendly, diminishes the emissions and decreases fuel consumption.

The company raised its business importance in this competitive world of financial market by establishing long-term relationships with their loyal customers. Furthermore, the company has taken various initiatives and offered facilities that ultimately increased its customer base and enhanced its cost savings (Ellinghaus, “Creating and Managing Brand Value”). BMW Group observed that at present times, the conception of digitalization has become one of the core themes prevailing in every industry throughout the globe.

Companies are focused in gaining competitive edges with incorporating innovative technologies in their products or services. In this regard, BMW incorporated numerous digital technologies in many of its models. These digital technologies eventually aided the company to attract young generations which are considered to be the new faces of the future along with other interested buyers. Furthermore, the safety features which are incorporated in its different models of vehicles support BMW to retain its existing customers which would ultimately enhance its profitability, competitive position, market share and productivity by a significant level (Ellinghaus, “Creating and Managing Brand Value”).

Therefore, from the above discussion one can easily comprehend the logic behind BMW’s increasing sales. Works Cited BMW of North America, LLC. Owners, 2012. Web. 11 Oct. 2012. BMW of North America, LLC. BMW Assist™ Safety & Convenience Services, 2012. Web. 11 Oct. 2012. BMW of North America, LLC. Holds Its Value like It Holds A Corner, 2012. Web. 11 Oct. 2012. Ellinghaus, Uwe. Creating and Managing Brand Value. Director of Brand Management, BMW, 2012. Web. 11 Oct. 2012.