BMW has many ways to market its products. From creating amazing advertisements to conducting an wonderful advertising campaign. They do everything in order to reach and remind the customers the great benefits of BMW's products. On the other hand, must important is the "Sales Promotion" they often use to create this behavior in customers. As a car manufacturer, BMW focuses on selling to retailers in a B2B condition. For that, they use training to teach retailers how to sell the latest models. In addition, BMW makes trade promotions where they show new product to several customers including retailers. Now, if you go to BMW Central store you will see that prices are less expensive. This is because there're few BMW Central store that distributes the merchandise throughout the United States. Also, you can find more specials and services like the BMW Ultimate Service. "Only BMW offers a comprehensive suite of premium vehicle maintenance services for absolutely no cost: buy a BMW now and pay no maintenance costs for 4 years or 50,000 miles, whichever comes first". Now this statement just said a key word: " Absolutely free".
Brand Maintenance Costs*
Acura$970.75
Audi$967.17
BMW$0
Cadillac$744.26
Infiniti$649.40
Jaguar$1112.53
LandRover$233.52
Lexus$974.22
Lincoln$922.14
Mercedes-Benz$1086.60
Porsche$1032.14
Saab$385.29
Volvo$918.93
This extra value or premium service give the customer a great deal when purchasing a BMW in one their central store. My experience is my BMW store visit was that they have a place (part assembling line & tune up and maintenance) where you can take your BMW and they will receive and fix for you.
Source:
2007 IntelliChoice, Inc., www.intellichoice.com. Maintenance figures shown based on 4 Years/50,000 Miles, excluding tire replacement costs.
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