BMW AND LEXUS COMPARED: PRICING AND OWNERSHIP ADVANTAGES

Excerpts from the Paper

ABSTRACT
This project discusses various pricing strategies and product characteristics of two automobile manufacturers. The automobile manufacturers are BMW and Lexus. BMW is a well-known German luxury automotive manufacturer that is recognized for products such as the Z3 and now Z4 sports car used originally in the James Bond films last decade and also for automobiles such as the X5 sport utility vehicle. Lexus is a recognized Japanese luxury brand but also known as Toyota’s luxury brand because it is a division of Toyota and many of the cars share the same platform. The companies’ pricing strategy is similar although they compete on somewhat different branding platforms. 
INTRODUCTION
BMW is a recognized German luxury automobile...

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