BMW Going on the Offensive |
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EXCERPTS Contd...The ResultsBy late 2002, BMW's strategies seemed to be paying off. Most of its new launches were successful in the market, resulting in increased revenues.
Driving into the FutureIn early 2003, BMW announced that it would be launching many new products and revised versions of its existing models that year.
A Few Potential Roadblocks?According to reports, GM was reviving its Cadillac division to develop a new SUV, SRX, aimed at BMW customers. Porsche also announced plans to launch a new model that would compete with BMW's Z4. Paul Halata, President, Mercedes-Benz (US), observed, "Everyone is trying to get into the upper end." Analysts attributed the focus of automobile players on the premium segment in the early 2000s to the increase in sales in the premium segment of the automobile market, despite an overall slowdown in economy through the early 2000s. Reportedly, the premium automobile segment grew by 7% through mid-2002, even as the entire automobile industry remained flat... Exhibits
Exhibit I: The Global Automobile Industry (Premium Segment) |
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