Launching the Bmw Z3 Roadster
LAUNCHING THE BMW Z3 ROADSTER
- Arnab Ganguly
INTRODUCTION
The case deals with the launch, of the BMW Z3 roadster, a car that revolutionized and rejuvenated the American motor industry. The BMW Z3 was the first modern mass-market roadster produced by BMW, as well as the first new BMW model assembled in the United States. The very first BMW assembled in the US was the E36/4, 318i that rolled off the Plant Spartanburg assembly line beginning in October 1994. The case talks about the successful first phase launch of this new drop top beauty. The Z3 was introduced as a 1996 model year vehicle, shortly after being featured in the James Bond movie, Golden Eye. At that time Karen Sortito created the BMW campaign for the film Golden Eye. Afterwards, while the film was number one at the box office, sales of the car spiked. It focuses on the customers and how they suddenly picked up the marketing cues and stories depicted by the various promotional parties that were led by James McDowell, BMW 's marketing vice president. The BMW Z3 won the "Super Reggie" award for the best promotional marketing campaign of 1995. The campaign was co-sponsored by the United Artist unit of Credit Lyonnais and by BMW of North America. The Z3 is currently used in the KONI Challenge Series.
(a) Identification of the Protagonist: James McDowell, vice president of marketing at BMW North America, Inc. is the protagonist.
(b) Macro Industry Analysis:
BMW (Bavarian Motor Works) has always been a strong name associated with quality and performance in the automobile industry. From their humble beginnings as an aircraft engine manufacturer in 1916 during World War 1, they slowly shifted into manufacturing engines for motorcycles and then finally moved into full time automobile manufacturing. In 1992, BMW acquired a large stake in California based industrial design studio Designworks USA, which they fully acquired in 1995.
BMW built a $600 M plant in Spartanburg, South
- Arnab Ganguly
INTRODUCTION
The case deals with the launch, of the BMW Z3 roadster, a car that revolutionized and rejuvenated the American motor industry. The BMW Z3 was the first modern mass-market roadster produced by BMW, as well as the first new BMW model assembled in the United States. The very first BMW assembled in the US was the E36/4, 318i that rolled off the Plant Spartanburg assembly line beginning in October 1994. The case talks about the successful first phase launch of this new drop top beauty. The Z3 was introduced as a 1996 model year vehicle, shortly after being featured in the James Bond movie, Golden Eye. At that time Karen Sortito created the BMW campaign for the film Golden Eye. Afterwards, while the film was number one at the box office, sales of the car spiked. It focuses on the customers and how they suddenly picked up the marketing cues and stories depicted by the various promotional parties that were led by James McDowell, BMW 's marketing vice president. The BMW Z3 won the "Super Reggie" award for the best promotional marketing campaign of 1995. The campaign was co-sponsored by the United Artist unit of Credit Lyonnais and by BMW of North America. The Z3 is currently used in the KONI Challenge Series.
(a) Identification of the Protagonist: James McDowell, vice president of marketing at BMW North America, Inc. is the protagonist.
(b) Macro Industry Analysis:
BMW (Bavarian Motor Works) has always been a strong name associated with quality and performance in the automobile industry. From their humble beginnings as an aircraft engine manufacturer in 1916 during World War 1, they slowly shifted into manufacturing engines for motorcycles and then finally moved into full time automobile manufacturing. In 1992, BMW acquired a large stake in California based industrial design studio Designworks USA, which they fully acquired in 1995.
BMW built a $600 M plant in Spartanburg, South