BMW Z3 Roadster

Do you agree with McDowell that the Z3 launch qualifies as a “paradigm shift in
marketing for BMW? For marketers in general?

Yes, I believe that the Z3 launch would qualify as a paradigm shift if we accept as a
working definition that a paradigm shift involves reconsideration of a business or
economic strategy caused by a startling and unexpected outcome or event. BMW had
been touting a variety of attributes of its automobiles for decades, including its
European design, reliability, and driver and passenger safety. BMW concentrated on the
aesthetics and performance of its automobiles as well, but it tended to target older and
more affluent drivers who saw a BMW as a status symbol as well as a reliable and
exciting car to drive. The Z3 was not designed with the wealthy middle-aged male buyer
in mind. BMW chose to target a broader spectrum of potential buyers, including the so-
called Generation X group of well-educated and generally affluent guys. Sales of the
product increased by 9000 pre-bookings, compared to an expected 5000 by December
1995. Using non-traditional marketing and advertising, a 50 percent lower spend based
share-of-market criterion is applied. Increased dealership traffic with a greater emphasis
on a larger spectrum of potential consumers. The debut of the Z3 was aimed primarily
towards the Generation X population of well-educated and somewhat affluent males,
rather than the wealthy middle-aged male shopper.

Submitted by- Akula Padma Priya, PGP12101, Sec B