BMW i8 SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 1203
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SWOT Analysis of BMW i8 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BMW i8

Parent Company

BMW

Category

Hybrid, Sports car coupe

Sector

Automobiles

Tagline/ Slogan

Born Electric

USP

Performance of a sports car with a fuel economy of a compact car

STP

Segment

Luxury sports coupe for elite class

Target Group

Young, rich businessmen and high ranking corporate professionals with a sense of thrill.

Positioning

Hybrid, environment-friendly car that has much lower running costs than its competitors

SWOT Analysis

Strengths

1. Part of BMW’s i series that is being marketed as a brand with stellar performance but low running costs.
2. Runs entirely on battery for day to day use, engine kicks in only when high performance is demanded.
3. Extensive design and styling makes it among one of the most attractive looking cars.
4. Packed with next-gen technologies and takes driver interaction to the next level.

5. Strong presence of parent company

6. Excellent marketing and advertising through TVCs online OOH etc

Weaknesses

1. Extreme high cost makes this among the most expensive cars means limited target audience
2. Small distribution channel and expensive spares.

Opportunities

1. Government crackdown to make cars much more fuel-efficient.
2. Environment consciousness is growing among upper class.
3. Early mover advantage.

4. Increasing market opportunity especially in the growing economies

Threats

1. Prohibitively high costs may not see too many sales.
2. Lack of power outlets in many countries to recharge from anywhere except home.
3. Steep price could easily let another competitor come out with an undercutting offering

Competition

Competitors

1. Porsche 918 Spyder

2. Tesla Model S

3. Honda Acura NSX

4. Lamborghini

5. Ferrari

6. Jaguar

7. Audi R8




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