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Old 01-18-2013, 02:56 AM
gcreese gcreese is offline
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Location: Massachusetts
Join Date: Feb 2009
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Mein Auto: 2010 535i Sports Wagon
The 320 also follows the "Goldilocks Rule" in marketing: If you offer 3 choices, most people will buy the middle option (328). With just 2 choices, most people will buy the bottom option, because they don't want to spend too much. With three options, you have price-constrained people buying the bottom option (320) and most people buying the middle option (328) -- because it's still not the most expensive option (so they're being prudent) but it's also not the least expensive option (so they avoid looking cheap). In short, the 328 becomes the safe middle option. The 320 not only brings in new customers that BMW never had before, it also gives BMW an upsell model it never had in the past.

This is classic marketing, using a three-tier product structure to increase sales. There's a reason BMW has had the 3, 5, and 7 Series, Mercedes has had the C, E, and S Series, and Audi has had the A4, A6, and A8 Series. BMW's 2, 4, and 6 Series are now bringing the Goldilocks Rule to coupes.

2010 535i xDrive Sport Wagon (April 2009): Deep Sea Blue / Cream Beige / Sport, Premium, Cold Weather Packages
2011 335i xDrive Coupe (April 2011, European Delivery): Le Mans Blue / Oyster-Black / M Sport, Premium, Convenience Packages

Last edited by gcreese; 01-18-2013 at 03:06 AM.
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