| HBS Case Collection
(Revised October 1993)
BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself
Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market.
Brands and Branding;