BMW i8 SWOT Analysis, USP & Competitors

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SWOT Analysis of BMW i8 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BMW i8

Parent Company



Hybrid, Sports car coupe



Tagline/ Slogan

Born Electric


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



Luxury sports coupe for elite class

Target Group

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


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

SWOT Analysis


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


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


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


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



1. Porsche 918 Spyder

2. Tesla Model S

3. Honda Acura NSX

4. Lamborghini

5. Ferrari

6. Jaguar

7. Audi R8

The table above concludes the BMW i8 SWOT analysis along with its marketing and brand parameters.


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