BMW a victim of the perils of popularity

David Benady’s cover story (MW March 6) raised some interesting questions on the luxury goods market. However, the fact that BMW’s sales have fallen comes as no surprise to myself. BMW has built a formidable reputation for luxury, quality and desirability but in doing so it has made its cars ubiquitous.

When I recently announced my intention to seek a new car, my wife’s immediate response was: “You’re not having a BMW, because everybody has got them”. The suggestion of a Mercedes garnered a similar and only slightly less vociferous retort.

To test her opinion, I indulged in a little car-counting. Sure enough, I found that BMWs are ubiquitous on our roads. As such, they have arguably lost – or are losing – their “luxury” image. I would suggest that Mercedes could be on a similar road. Porsche, on the other hand, retains that “I could get one some day” cachet while still being a relatively rare sight. So it’s either luxury or ubiquity – it would seem that a brand cannot have its cake and eat it.

Nick Thompson

Marketing manager

Jump

Leeds

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here