Market Research For a New Car Concept

Paul Strange, Uwe Ellinghaus and Farrokh Suntook

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market.

Market Research For a New Car Concept

Uwe Ellinghaus BMW AGFarrokh Suntook and Paul Strange HI Europe

Introduction  

Industry Background

The entire automotive industry has been affected by an ongoing transition of values which, in turn,...

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