Introduction to Marketing Luxury Automakers

Question: Discuss about theIntroduction to Marketing for Luxury Automakers. Answer: Introduction: BMW Offer Unique Experience for Australia BMW is one of the world best and amongst the German Big 3 luxury automakers. The report is the unique value proposition that the company offers to its Australian customers in order to maintain leading position. BMW manufactures MINI and Rolls-Royce Motor Cars which is considered a premium and outstanding quality of automobile worldwide. BMW is an abbreviation for Bayerische Motoren Werke that was founded by Friedrich Rapp in 1913. The company sells its wide range of automobiles worldwide with its core values being innovation, technology, reliability, performance, quality, customer satisfaction and exclusivity. The companys slogan is The Ultimate Driving Machine and Sheer Driving Pleasure. BMW is successfully marketing its various automobiles in Australia as it does in rest of the world. In order to gain edge and competitive advantage in Australian market BMW has launched the Connected Drive app. The app made customers available to advanced services of information technology, telecommunications and global positioning systems. The Connected Drive has several features including Intelligent Parking, Intelligent Vision and Intelligent Driving. It includes systems as Concierge Services, Real Time Traffic Information, BMW Teleservices, Connective Technology, Intelligent Emergency Call, Internet and Remote Services. The newly launched customer portal in Australia included access to the new apps and services and all automobiles manufactured comes with these apps(BMW, Accessed on 20th July,2016 ). BMW has significant share in the world automobile market and it is planning to gain maximum share in Australia by offering its customers new additional features prior to the rest of the world. This is a first movers advantage opted by the company in the Australian markets that has several competitors including German automobile manufactures Audi, Mercedes Benz and other prominent competitors from rest of the world(Baker, 2016). The new system has high brand appeal amongst the customers as they felt special to be associated with the brand which picked up high sales level in the country. This strategy will set BMW apart from rest of the car manufacturers and importers in the country. References Baker, M.J.a.S.M.e., 2016. Marketing theory: a student text.. Sage. BMW, Accessed on 20th July,2016. www.bmw.com.au/en/index.html.