Consumer Decision Making

The primary driver of BMW's success in the US has been their leasing program that makes new BMW's available to lease. The vast majority of new BMW's sold in the US are leased, so cost is a factor. BMW's offer a balance of comfort and handling that sets the standard for sports sedans, and the fact that they are the largest privately owned car company lets them take chances with styling and technology that other firms wouldn't take. BMW's are extremely well engineered, solidly made and responsive at the wheel. BMW offers many brands and styles so they can be purchased by anyone. BMW try to lore constomers in with their reputation of making the fastest cars around. They are also known to be very confortable, which is a very important aspect of buying a car. Together with the speed, comfortability, style, and compatibility, BMW is a confident manufacturing company and assures that people will enjoy their products.