Bmw I8 Case Study

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BMW i8

Introduction
Bayerische Motoren Werke AG commonly known as BMW or BMW AG, is a German automobile, motorcycle and engine manufacturing company founded in 1916.It also owns and produces Mini cars, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad. BMW has been winner of many racing championships (Bhasin.2016).
In 2014, BMW launched a new campaign for their revolutionary hybrid electric cars, the “i8”. It is the company’s first plug-in hybrid, with a breathtaking design and brand new features. The technology behind the i8 is the combination of the efficiency of an all-electric motor and the Twin Power turbo engine that delivers a unique and exhilarating driving performance.
Launch Campaign …show more content…

A combination of an electric and petrol engine in the i8 helps maintain such efficiency in various driving conditions; the design itself is specific to maximizing fuel efficiency.

Political Factors
The main political factors automobile companies like BMW face in the US are:
1. Legislations enforcing a certain limit a production vehicle should emit in CO2.
2. Recycling is a key political factor BMW must abide by to ensure a safer, more clean environment.
3. Government authorities may apply heavy taxation in order to prevent the automobile industry from abusing fossil fuel and CO2 emissions.
Hence, the production of a hybrid car especially the i8 would come as a remedy and solution for such factors.
Cultural/Social Factors
The i8 is a symbol fuel efficiency and environmental awareness. It is also a status symbol as the sleek design of the vehicle attracts the wealthy to buy. It has created a sort of trend among buyers of the finer things to seek a product that is both appealing in design and use as well as socially conscious and environmentally

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