Daimler/Bmw a New Breed of Driver

897 Words4 Pages
MKTG6MKTG6MKTG Chapter 4 Case Study: Daimler/BMW A New Breed of Driver Boasting 500,000 members, double-digit growth rates, and the largest selection of vehicles, Zipcar has firmly established itself as the leader in car-sharing programs. And while profitability for the business has yet to emerge, the demand is certainly there. Car ownership in many of the largest cities throughout the world has recently been flat or in decline, as major urban centers become increasingly crowded, with cities like Tokyo, New York, and London expected to see declines of car owners per capita over the next 15 years. Of New York residents, only 44 percent own cars. Analysts and researchers estimate 10 million drivers in the United States alone are open to…show more content…
Many of the cars in the Hamburg program will be fitted with gasoline engines, as opposed to diesel, using start-stop technology better suited to urban driving. With many of these programs still in the infancy stages, it is difficult to tell how profitable they are and whether they can operate sustainably in the long run. But at least one thing is for certain: as new consumer patterns emerge, companies like BMW and Daimler will Case studies 1 have to respond to keep up. By creating programs like BMW on Demand and car2go, these companies are paying attention to who these new consumers are and what they’re looking for. Questions 1. Discuss environmental factors related to population that are changing the way certain people approach car buying and are thus creating new market segments. 2. Describe the values held by this emerging group of drivers that incline them toward car sharing programs. 3. How are automakers using car-sharing programs to cater to customers’ component lifestyles? SourceS: Andreas Grosse Halbuer, “car2Go Hits 10,000 Members in Austin,” Austin American Statesman, September 30, 2010, www.statesman.com /business/car2go-hits-10-000-members-in-austin-941209.html; Jim Motavalli, “Daimler’s car2go Sharing Program continues to expand,” New York Times, october 18, 2010, http://wheels.blogs.nytimes.com/2010/10/18/daimlers

More about Daimler/Bmw a New Breed of Driver

Open Document