The BMW i8- “Born Electric” is a plug-in hybrid
sports car developed by BMW group, it was first introduced in 2014. Being good
for the environment and belonging to the generation of supercars which made it
one of the best option in the market. The structure is mainly made by hybrid aluminum, thermoplastic and carbon
fiber. The i8 is a silent electric driving sports car. It’s a $150,000 supercar
tuned for fuel efficiency and sporting a mere three-cylinder engine with a
futuristic look. The i8 falls under the BMW’s mission “The BMW group is the
world’s leading provider of premium products and premium services for
individual mobility.”

           

The i8 will be marketed as a Porsche 918
Spyder, Ferrari, Lamborghini, Audi R8, Jaguar and Tesla Model S rival dispute
fuel efficiency; BMW planned to make the i8 product visible in approximately 50
countries in which it is expected for the U.S to be the biggest sales market;
As for Europe, the United Kingdom, France and Germany to be top markets. As for
the United States of America the company in North America created a national
campaign called “BMW Innovations” which started on 1 September 2014. “Innovation
is at the core of everything we do.” Trudy Hardy, vice president of marketing
at BMW of North America, said in a statement about the campaign. “Looking
forward” was the first TV ad to start the campaign. The i8 is part of BMW’s electric fleet “Project i” being marketed as a new sub-brand, BMW i. Over the past century, BMW group has proven
to be a smart marketer. Worldwide, i8 campaigns were based on superior and
innovative technological advantages, the design and the luxurious experience.

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BMW i8 is targeted at those who are aged from
35 and over, mostly man who are tech fanatics and that are worried about
driving responsibly and not only for the ultimate driving experience and also
want a sense of thrill. These people are from the upper-class and are able to
afford and appreciate a $150,000 masterpiece. The main segmentation of the car
is luxury sports coupe for elite class. Customer who would like to own this car
will mainly have a $125,000 annual salary based on a 5-year loan. Therefore, the
ideal customer profile would be:

 

Income            $125,000 per year or more

Marital
status   Any

Household       Any

Education
       Bachelor degree and higher

Age                 35+

Gender
           Mostly men

Race                Any

Occupation      Wealthy businessman and high ranking
professionals

Geographic      North America, Europe and Asia

 

 

 

As for the psychology that was used for this
BMW product, the ‘i8’ has a luxury, emotional and sporting appeal to attract
new customers. It has a luxury appeal because when the car was launched, Louis
Vuitton created a series of carbon-fiber luggage’s for the car which are
described as “Exceptional luggage for an exceptional automobile”. As for the
emotional and sporting appeal, the ‘i8’ with its iDrive option, is an open-top
two plus two seaters representing a form of individual mobility with identical
sporting and emotional appeals.

The
benefits and features of the ‘i8’ are:

·     
Silent
electric driving sports car with 374 Horsepower with a top speed of 250km/h

·     
From
0 to 100 in 4.4 seconds, usually a supercar with a fuel engine will need 4.6
seconds

·     
It
has a clever navigation

·     
Iconic
and futuristic design with aluminum frame with reinforced plastic which makes
it safer

·     
Frontal
crash warning system that flash and will hit the brakes for you if they
determine you’re going to hot something

·     
iDrive
(on-board driver information system) with touch controller and handwriting
recognition, BMW navigation professional with touch controller and handwriting
recognition, and an 8.8-inch color display.

·     
You can
upload a video directly from the car to YouTube because of a collaboration
between the two companies

·     
Excellent
transmission

·     
Two electrical
motors

·     
Parking
assistance

·     
Traffic
Jam assistance

·     
Scissor
doors

·     
The
car runs on battery for day to day use, the engine kicks only when there is a
high performance

·     
You
can integrate it with your phone, which means you can use your phone to find
your car, lock, unlock, make it horn and flash its light and you can know from
your phone how much battery the car has left

 

 

In conclusion, the marketing methods used for
the BMW i8 are clever. Because ‘i8’ is a luxurious car, their collaboration
with Louis Vuitton increased their value and made it more luxurious. Their slogan
“Born electric” describes the cars perfectly, because the car is fully electric
and will only use fuel if the engine needs a high performance. As for the target
gender, the car is mostly targeted for men, in my opinion whether its luxury or
the ‘i8’ car no company should differentiate between the sexes especially since
the world is moving into women equality; let’s take for example Saudi Arabia
allowing women to drive. Moreover, a supercar is usually known for their
thrilling engine sound. The ‘i8’ being a sport three-cylinder supercar and not
having the thrilling engine sound decreases its supercar image. As we can see,
the BMW ‘i8’, in fact, is more than just a car with its futuristic look and
technology; the i8’s eye-catching styling is straight out of a sci-fi glance.
It has a low running cost and a great performance. It was the first hybrid
supercar in the market and BMW’s most striking car ever, it is indeed high
priced but this ‘ultimate driving machine’ as the company describes it, is
definitely worth every penny. The most beneficial feature in this car is that
it is sustainable. Since the launching, BMW sold over than 10,000 cars by early
November 2016, exceeding the combined figures of all other hybrid sports cars
produced by competitors; so, we can assume that if BMW’s continue to deliver
the quality promised, their BMW i series will take over the market. The car got
many awards which some of them are Autoguide’s 2015 Reader’s Choice Green Car
of the Year, ‘world green car of the year’ at fame India Eco Drive 2015 and the
World Car of The Year organization declared it as the winner of the 2015 World
Green Car.