Abstract:

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in the market place with 'emotional' elements relating to style and performance which were normally associated with other cars. BMW wanted, therefore, to undertake market research across the main European countries in order to assess the extent to which there was a potential for a car which combined: 'rational'/practical aspects; emotional/styling needs; and the ability to satisfy the requirements of the premium end of the targeted segment.