After reading the case carefully answer the following questions:
- Assuming that most modern cars share very similar characteristics, what do the customers really buy – a product or an experience? In your opinion what drives car-buying decisions?
- Is the “Dream It. Build it. Drive it.” program am advantage that can last long term? Do you see any room for further improvement?
- Put yourself in Joseph Wierda’s shoes. What would be your decision regarding using video streaming technology for other models such as the X5 or the X1? Would you apply a similar program for the X4 launch in 2014?
- The “Dream It.” part of the program encourages future buyers to go online and build a relationship with the brand by designing their dream car and also sharing personal information. How else could you grow the online sales channels?
Your paper must be at least 5 pages long, excluding an abstract and a references page.
Write using APA 7 Edition and list your references.
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