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Author Alenuskin, Dmitry, author

Title BMW of North America : dream it, build it, drive it / Dmitry Alenuskin, Andreas Schotter
Published Glendale, AZ : Thunderbird School of Global Management, [2012]
copyright 2012
Online access available from:
International Business Online    View Resource Record  


Description 1 online resource (16 pages) : illustrations
Series International business online (text)
Thunderbird case series
Summary BMW, the leading luxury car manufacturer in the United States, implemented a new marketing initiative based on its online video services aimed to increase sales of customized vehicles. Prior to the introduction of the "Dream It. Build It. Drive It." program, BMW's SUV sales in America were in decline, and the situation required an immediate management response. With the arrival of the next generation of the X3 model in 2010, BMW launched a new online service allowing customers to watch the creation of their new vehicle through live video streaming. The case addresses the challenges of catering to the North American consumer, where most car buyers want immediate gratification with their purchases. BMW tackled this issue with a complex change in its production system to decrease lead times for its new vehicles, transferring a complete assembly line from Austria to South Carolina
Notes Thunderbird case number: A07-12-0003
Title from resource description page (viewed November 24, 2014)
Bibliography Includes bibliographical references (page 16)
Notes In English
Subject Bayerische Motoren Werke -- Case studies.
Automobiles -- United States -- Marketing -- Case studies.
Genre/Form Case studies.
Form Electronic book
Author Schotter, Andreas, author
Thunderbird School of Global Management, publisher