Supplement | HBS Case Collection | May 2000

Launching the BMW Z3 Roadster

by Robert J. Dolan and Susan M. Fournier

Abstract

Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW).

Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry;

Citation:

Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.