Curb Zone - View Single Post

Beemer B773ER · 11-11-2005, 09:49 PM

This is a little passage of information I borrowed from another thread.

It's an interview with Dr. Helmut Panke, the Chairman of the Board of Management of BMW AG.
(Click Here for Link to this thread )

What have you learned from competitors like Volkswagen and DaimlerChrysler about stretching your product portfolio?

We have learned one thing here in the U.S. that is clearer than in other parts of the world: In order to be successful, even in a tough competitive environment, you have to have a clear, authentic brand. You can't try to be something that you aren't. The ultimate driving machine has worked well in the U.S., and it will work well for new models. We are not diluting. We are sharpening and focusing. You have to be able to drive any BMW product blindfolded and feel immediately it's a BMW. Take [Mercedes-Benz] — the A-Class and B-Class have completely different driver concepts. They feel different from other three-pointed-star products.

----

I think that pretty much confirms the points made so far in this thread. Even to the point where he uses similar words such as 'clear', 'focus', 'sharp' and 'diluting'.
BMW know exact what their qualities and attributes are....and more importantly, they know what associations consumers have about the BMW brand. A true success story of corporate management, ...and how a simple, clearly defined and focused strategy can pay-off handsomely.

Feel free to discuss this, because I quite enjoy this thread and its level of discussion.

11-11-2005, 09:49 PM	#59 (permalink)
Beemer B773ER Advocate Join Date: Sep 2005 Location: Sydney, Australia Posts: 928 Thanks: 121 Thanked 246 Times in 113 Posts	Re: BMW overtakes Benz This is a little passage of information I borrowed from another thread. It's an interview with Dr. Helmut Panke, the Chairman of the Board of Management of BMW AG. (Click Here for Link to this thread ) What have you learned from competitors like Volkswagen and DaimlerChrysler about stretching your product portfolio? We have learned one thing here in the U.S. that is clearer than in other parts of the world: In order to be successful, even in a tough competitive environment, you have to have a clear, authentic brand. You can't try to be something that you aren't. The ultimate driving machine has worked well in the U.S., and it will work well for new models. We are not diluting. We are sharpening and focusing. You have to be able to drive any BMW product blindfolded and feel immediately it's a BMW. Take [Mercedes-Benz] — the A-Class and B-Class have completely different driver concepts. They feel different from other three-pointed-star products. ---- I think that pretty much confirms the points made so far in this thread. Even to the point where he uses similar words such as 'clear', 'focus', 'sharp' and 'diluting'. BMW know exact what their qualities and attributes are....and more importantly, they know what associations consumers have about the BMW brand. A true success story of corporate management, ...and how a simple, clearly defined and focused strategy can pay-off handsomely. Feel free to discuss this, because I quite enjoy this thread and its level of discussion.