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Entry-Level Luxury Performance Sedans

16252 messages,  Last post on Jun 19, 2013 at 4:39 PM

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What is this discussion about? BMW 3 Series, Infiniti G37, Acura TL, Lexus IS 350, Mercedes-Benz C-Class, Cadillac CTS, Volvo S60, Audi A4, Acura TSX, Car Comparisons, Sedan

Messages Page 1523 of 1626

#15217 of 16252 Taking Marketing to another level.... by habitat1

Nov 06, 2012 (7:16 am)

Replying to: markcincinnati (Nov 05, 2012 12:18 pm)
..setting aside glossy magazines, logo coffee mugs and golf hats, I'd put these two items at the absolute pinnacle of marketing:
 
(1) BMW Performance Center Delivery: Order your BMW from scratch and whether its an X5 made down the road in SC or M3 made in Germany, you have the option of picking it up at the Performance Delivery Center in Spartanburg. At NO additional charge. That includes a free night and dinner at the Marriott, 3 hours of track and off road time with BMW's professional racing/driving instructors, a tour of the 4.5 million s.f. factory and as much time as you want browsing the BMW museum and reminiscing about what you were doing when the pristine 2002 tii on display was their hot little car. I don't know what this costs BMW to put on - I went through at least $500 in tire rubber and brake pads trying to keep an X5d ahead of some young guy and his wife chasing me in an M3.
 
(2) Porsche Driving Events: The BMW sister Porsche dealership, not to be outdone, invited me and my wife to a Sunday driving event 5 weeks ago. The instructor to student ratio was about 1 to 3 and for a total of 12 of us, they had no fewer than 4 Panameras, 4 Carrera S's and 2 Boxster S's for us to throw around the track. I KNOW I went through at least $1,000 of rubber at this one.
 
I think Audi does similar events.
 
Frankly, Acura and Infiniti (not to mention Lexus and a few others) probably shouldn't even try to replicate this type of marketing. You really need the goods to show off, if you do. Compared to the X5, our MDX would either burn right through the flimsy brakes or flip on its roof on the track, or break in half trying to go through 24" of water and up and down boulders in the off road course.
 
Whether or not I ever buy another Porsche, I'll be doing some word of mouth marketing on behalf of the company for a few years as a result of that one Sunday morning.

#15218 of 16252 Re: Taking Marketing to another level.... [habitat1] by billyperksii

Nov 06, 2012 (10:36 am)

Replying to: habitat1 (Nov 06, 2012 7:16 am)
Proof is in the pudding.
That's why I will probably try the Germans on my next go around but for now I will enjoy my TL- only 20K going on 4 four years. My Audi Sales Rep is pounding me day in day out to trade up for the A6 Premium/Sport. I think I will pass on that. Can someone say 550XI, M-SPORT, COLD, Alpine White with Cinnamon Leather and Dark Wood Inlays, 20% rear tint and 35% front?
As Mark would quote- What a World , What a World, What a World.

#15219 of 16252 Re: Taking Marketing to another level.... [habitat1] by flightnurse

Nov 06, 2012 (12:05 pm)

Replying to: habitat1 (Nov 06, 2012 7:16 am)
Excellent post, however, you have missed one other aspect of BMW ownership that is the BMW Club of America. They hold event year round whether it is on the track or a park. It is nice to see a company that really treats the people who buy their products as a family. The BMW motorcycle side of the company does the same thing, but they take things one step further, they have rally's (weekend events) and October is the big month. MB was big into event for their customers but have basically stop this, I'm not too sure if Audi does.

#15220 of 16252 Re: What Is Going on with Infiniti?? [markcincinnati] by sweendogy

Nov 06, 2012 (3:13 pm)

Replying to: markcincinnati (Nov 05, 2012 7:27 pm)
I will say that the BMW club idea is great to some - infact it maybe a driver of sales, but who really knows the value of this- I guess it does get owners closer in some way. The majority of BMW, Audi, Infiniti, mb, Acura owners do not participate in such clubs- most are buying (leasing) a car that fits needs/budgets. The majority of the people who would participate are the select few enthusiasts that not only enjoy the brand but enjoys driving. Which is a good thing- I would guess at one event you would see a lot of M series owners and 2002s and 318s -which is pretty cool - how many 399 a month leased 328 autos will be in the crowd is anyone's guess, my guess is not many. Rock the vote people.

#15221 of 16252 Re: Taking Marketing to another level.... [flightnurse] by robr2

Nov 06, 2012 (3:25 pm)

Replying to: flightnurse (Nov 06, 2012 12:05 pm)
...one other aspect of BMW ownership that is the BMW Club of America...It is nice to see a company that really treats the people who buy their products as a family.
 
Except that BMWCCA is an organization independent of BMW itself. It was founded in 1969 as a support network for BMW owners - I guess back then the dealer experience wasn't what it is today. They have a close working relationship with BMW but no formal connection.

#15222 of 16252 Re: What Is Going on with Infiniti?? [sweendogy] by habitat1

Nov 06, 2012 (6:45 pm)

Replying to: sweendogy (Nov 06, 2012 3:13 pm)
The majority of BMW, Audi, Infiniti, mb, Acura owners do not participate in such clubs- most are buying (leasing) a car that fits needs/budgets.
 
This is true, but I still think that a lot of those 399 monthly lease customers are influenced either consciously or subconsciously by what the enthusiasts do or say. That's been the basis for endorsement advertising and brand imaging for a long time, and at least with respect to something like the BMW CCA, they are getting real people / customers involved in enhancing the brand image. Buick hires Shaq to try to enhance its image, BMW lets you loose on a real track. And you tell a few friends and they tell a few friends and....

#15223 of 16252 Re: Taking Marketing to another level.... [billyperksii] by habitat1

Nov 06, 2012 (6:58 pm)

Replying to: billyperksii (Nov 06, 2012 10:36 am)
Billy, I think you should enjoy your TL for a few more years. I'm at 8+ years and 63k on mine and it's still reasonably fun to drive. Made even more fun by beginning to teach my 17 year old daughter how to drive a stick. In the meantime, we can all pound BMW to put the 5 series on a much needed diet. No reason that a 550xi should weigh 4,500+ lbs - 130 lbs MORE than a 2013 Porsche Cayenne SUV.
 
Just think what that baby would drive like at a third ton less heft.

#15224 of 16252 Re: Taking Marketing to another level.... [robr2] by sweendogy

Nov 06, 2012 (7:00 pm)

Replying to: robr2 (Nov 06, 2012 3:25 pm)
Hahaha
 
- I just opened the Infiniti club of New England - who wants to join? Don't even need a car or driver license. Benefits include discounts at subway restaurants, courtyard by marriot and western union. $50 a year includes a yearly email with my best edmunds rants. If you act now I will throw in a set of dice valve stem caps.

#15225 of 16252 Re: What Is Going on with Infiniti?? [habitat1] by sweendogy

Nov 06, 2012 (7:09 pm)

Replying to: habitat1 (Nov 06, 2012 6:45 pm)
" but I still think that a lot of those 399 monthly lease customers are influenced either consciously or subconsciously by what the enthusiasts do or say"
 
I will respectfully disagree - I think most of these people are seeing 399 and say 'I can get a BMW for the monthly price of a financed Camry'.

#15226 of 16252 Re: What Is Going on with Infiniti?? [sweendogy] by habitat1

Nov 07, 2012 (10:38 am)

Replying to: sweendogy (Nov 06, 2012 7:09 pm)
I will respectfully disagree - I think most of these people are seeing 399 and say 'I can get a BMW for the monthly price of a financed Camry'.
 
Ha - you just subconsciously agreed. Why would a non-enthusiast pick a $399 BMW lease over a $399 Camry purchase?? Because, I contend, that they have been at least partly influenced by image marketing and their perception that enthusiasts drive BMW's not Camrys. Nevermind that they themselves wouldn't know what to do with a clutch pedal if it came out of the floorboard and bit them.
 
You see this all the time with sportswear and professional endorsements. I always wonder what Kevin Plank thinks when he drives down the road and sees a 40 lb overweight woman jogging at 15 minute a mile pace wearing his Under Armour clothing from head to toe. I'm not sure what "house" she is protecting with all of that expensive lightweight technology, but if it makes her feel better about herself, good for her.
 

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