BMW: Launching the M Series in Canada
Cundari
Situation analysis
Overall assessment
BMW has long been seen as the leader of the Canadian premium automotive segment. The brand's original reputation and success came largely from its commitment to automotive engineering and delivering a far superior driving experience. This has been a truth of the brand since its inception and was plainly evident in BMW's long, successful, and innovative presence on the high-performance professional automotive racing circuit.
As the business grew in Canada, there was an unexpected effect on the brand. With the almost prolific popularity of the 3...