Case Study: BMW OF NORTH AMERICA: DREAM IT. BUILD IT. DRIVE IT. (Any customer can have a car painted aby color taht he wants so long as it is black - Henry Ford)
1. Assuming that most modern cars share very similar characteristics, what do customers really buy - a product or an experience? In your opinion, what drives car-buying decisions?
2. Do you think customers really need "millions of combinations" for their car? Can they be happy with available standard options? What are the upsides and downsides of mass customization from both the consumer and manufacturer's perspective?
3. Put yourself in Josef Weirda's shoes. What would your decision be regarding using video streaming technology for other models such as the X5 or X1? In effect, would you apply a similar "Dream It. Build It. Drive It." program for the launch of the X4 in 2014? What is the basis for your decision?