Introduced in 1999, during the car fair trade of Frankfurt, the BMW C1 scooter was a breakthrough in the two-wheeler world. It was the first scooter that you can ride without wearing a helmet. It is an advanced hybrid form between an automobile and a motorcycle. After having sold 10,614 units in 2001, BMW only sold 2,000 units in 2002, and ceased the manufacturing of the C1 in October 2002. It was never made available in the USA. BMW is strongly associated with high quality, safety and stylized cars. The German car manufacturer strategy is to make high margins on medium sized sales volumes. Compared to other competitors, the firm has a narrow range of models and is positioned on the upper market. The launch of a scooter was a test for the conservative firm, it had never created a scooter before and as far as the design of the scooter is concerned, it was very innovative and its features were clearly advanced. The scooter had been on the market for 3 years, and 3 071 scooters had been sold in the UK. BMW withdrew the Cityone from the market because of high manufacturing costs due to small volume. Since 2002, the Cityone has disappeared from the BMW dealers' network but is still a very coveted scooter on the used market.
[...] In addition, this scooter is the one of its kind to be stylish enough to match with your Versace suit. The second strategy in BMW's marketing plan is to push the environmental benefits of the C 1. Also, because of its 125cc displacement and 15 bhp output, the C1 will avoid its potential consumers to worry about the restrictions and surcharge laws set up by the European Union. Concerning its consumption and speed performances, the C1 is far from being a sporting machine. The autonomy is about 250 kilometers for a consumption around 3 liters per hundred kilometers. [...]
[...] Relaunch of BMW C1- advertising copy table of contents INTRODUCTION 1. THE CURRENT CONTEXT a. The global stakes for BMW Group b. The BMW brand image and strategy c. The marketing issues 2. THE MARKET AND PRODUCT ANALYSIS a. The city scooter market b. The BMW versus its competitors c. The marketing mix d. The previous advertising e. [...]
[...] - The Ultimate Riding Experience. The appeal of BMW machines comes from the combination of dynamic performance, a distinctive quality and attractive designs. The relaunch of the C1 was an opportunity for BMW to reproduce the success of the Italian VESPA scooter. The ingredients are there (innovative design, unmistakable shape, the only thing that it lacks is a marketing push to turn it into a style icon, an ambassador of the “bon goiut”. The BMW C1 would be a new occasion for riders and converted drivers to experience the fascination of BMW, the sheer riding pleasure. [...]
[...] The reassuring seat belt is reminded to the viewer thanks to the pun “belt up yourself to pleasure”. The image shows a C1 rider, smiling while riding (effect of speed) and belt up that is riding straight forward to two angels like women that tend their hands to the rider. Interest: We bet that the reader will be intrigued and that he'll continue reading. Road Safety and the riding experience are the two big issues/expectations of the moment that this advert addresses. [...]
[...] Because of its roof, the C1 is quite heavy and also very stable. Focus on the C1 safety features: The C1's main safety feature is the safety cell formed by its aluminum frame and the roll-bars, also made from aluminum, which hold the roof. Such is this structure's strength that the BMW can support more than the weight of a car on its roof. The side elements are designed to prevent the rider's head from hitting the ground when the bike falls over. [...]
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