BMW SWOT Analysis, Competitors & USP

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

BMW is one of the leading car manufacturers in the world and known across the world for its cars. The article covers the strengths, weaknesses, opportunities, threats (SWOT) of BMW.


Parent Company

BMW Group


Luxury Sedan, SUV



Tagline/ Slogan

Ultimate Driving machine; Sheer Driving Pleasure


BMW is technologically advanced and luxurious product portfolio delivering ultimate driving experience



Luxury segment cars for affluent customers

Target Group

Targeted towards rich professionals and affluent families


BMW is positioned as eco-friendly and technologically advanced company which inculcates innovation in the products to provide an exhilarating driving experience

Product Portfolio


1. BMW 3 Series

2. BMW 5 Series

3. BMW 7 Series

4. BMW X3

5. BMW X5

6. BMW X6

BMW SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of BMW :

1. BMW is known for constant product innovations and technological advancements which has made it a leading car brand

2. BMW has a diversified portfolio including SUVs and Luxury Sedans as well as sports car

3. Most of the cars are equipped with iDrive, an in-car infotainment  system, which connects all the inner functionalities and capabilities

4. Great Styling and elegant interiors is a feature of BMW cars

5. It is one of the oldest car manufacturers and have strong market presence and legacy

6. Diversification in business through brands like Mini and Motorrad as well as Husqvarna have helped BMW grow

7. BMW has excellent advertising and is top of the mind luxury brand, also involved in motorsport and sponsorship of global events

8. Nearly 100,000 employees and produces approx 1.5 million cars per annum

9. BMW is globally present especially in countries like USA, India, Brazil, South Africa, Japan, Europe etc

10. The company is also known for manufacturing sports motorcycles


1. Strong competition from other luxury manufacturers means BMW has a constant fight for market share

2. Being a popular brand, minor controversies are blown out of proportion which affects the image


1. Expanding automobile market and available space for competitors is an opportunity for BMW

2. Increasing the offered product portfolio along with diversification

3. The reputation and brand identity earned by so many years of existence, can be leveraged to acquire new customers

4. More inclination of affluent customers to purchase premium global brand like BMW

5. Augmenting the distribution and service network in various countries


1. Increasing fuel costs can lead to people using public transport more extensively

2. Competition from other big automobile giants can affect BMW's market share

3. Competitive products offering same level features at a lesser price

4.Product innovations and frugal engineering by competitors

BMW Competition


Below are the 9 main BMW competitors :

1. Audi

2. Mercedes Benz

3. Volkswagen

4. Honda Motors

5. Porsche

6. Toyota Motor Corporation

7. Volvo

8. Aston Martin

9. Jaguar

The brandguide table above concludes the BMW SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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