Strategy analysis: BMW M PerformacePosted on
BMW is creating two sub-brand strands, radiating out from ‘mother BMW’ in the middle - one orientated to efficiency, the other performance.
On one side, this 'line' of cars starts with “Efficient Dynamics” trim, runs through “Active Hybrid”, then “Active E” and tops out with the stand-alone ‘i’ cars.
On the other side is the more established, sporting-orientated ‘M’ trims. Moving out from standard BMW cars comes the ever-popular ‘M Sport’ trim, that half of 3-Series customers in the UK opt for. Until now, it’s then been a big jump up to full ‘M’ cars in this sub-brand lineage, but now there is a new ‘M-performance’ line filling this gap.