BMW positioned itself as the only automobile that offered both luxury and performance. At that time, consumers saw U.S. luxury cars as lacking performance. It was able to achieve a point-of-difference on performance and a point-of-parity on luxury with respect to U.S. luxury cars like Cadillac. This is an example of ________.
A) straddle positioning
B) category-based positioning
C) need-based positioning
D) noncomparitive positioning
E) price-quality positioning

Question

Quizplus · Accepted Answer

This situation is an example of straddle positioning, where the brand achieves differentiation on one attribute and parity on another attribute with competitors. In this case, BMW differentiated itself in terms of performance while achieving parity with U.S. luxury cars in terms of luxury.

BMW Positioned Itself as the Only Automobile That Offered Both