The World’s Your Oyster3 Sep 2014
The car industry has always been a trove of insights around Naming, and BMW’s foray into electric car industry caught my eye this week.
The new BMW i3 as it’s called isn’t a particularly groundbreaking idea. After all, BMW has always opted for an alphanumeric approach.
What’s different is the way BMW is selling its options.
Rather than simply offering an a la carte laundry list of add-one like wheels, garage door openers and leather seats, BMW has bundled together families of options and created a novel and intuitive good/better/best approach, while giving a neat tip o’ the hat to the domain of technology and computer science.
By giving consumers 3 main choices (versus 43 a la carte options… ok maybe I’m exaggerating), BMW isn’t just changing the way you drive, it’s changing the way you buy a car.