The leading high-end auto maker in the USA, BMW, implemented a brand new advertising initiative predicated on its online video services planned to increase sales of customized vehicles. Before the debut of the "Dream It. Build It. Drive It.” Application, BMW's SUV sales in America were in decline, and the scenario required an instant management answer. With the coming of the following generation of the X3 model in 2010, BMW launched a new online service allowing customers to watch the creation of their new vehicle through live video streaming. The case addresses the challenges of catering to the North American consumer, where most car buyers need immediate gratification with their purchases.
PUBLICATION DATE: June 23, 2012 PRODUCT #: TB0301-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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