Cars

History: The origins of BMW trace back to 1913 when Karl Friedrich Rapp, who was a Bavarian(well-known engineer in a German aircraft company in Munich. The company specialized in airplane engines. But it was a problematic area. He had a financial difficulties and decided to form new company owners Franz-Jozef Popp and financier Camillo Castiglioni and relaunched Motoren Werke and because Rapp was Bavarian there was a new name Bayerische Flugzeug-Werke (BFW) was formed after a short time the name was changed to BMW and from the beginnig they started to produce airplane engines.

At the beginning of the 20? s BMW slapped their logo, which is unchanged until today. After the 2. world war the treaty of versailles prohibited BMW to switch to manufacturing air brakes for railway cars. After this treaty company started to focus on developing motorcycles engines. Ower a 2 years they built 2 motorcycle models(Victoria, Flink) and after this they built their first BMW factory. Two-wheeled vehicles quickly turned into four-wheeled ones in 1928. With their motorcycles they made world records, because they were the fast motorcycles.

In 1932 they launch new car model 3/20 PS. As time passed by, BMW got bigger and bigger and, shortly before the Wold War II outbreak, took over some more factories in the vicinity of Berlin. Due to BMW’s versatility and need for mechanized faming implements and spare parts, the first BMW bicycle was born. They started to export their motorcycles to new york in 2 decades. The last one at the beginning of the 40? s. The 1955 Isetta, powered by a 12/13 hp motorcycle engine, becomes a favorite among customers.

Over 160,000 units are sold, transforming the Isetta into a symbol of the post-war decade. They had a lot of technological improvements on their cars. With the help of Herbert Quandt, BMW, still a share-owned company, is brought one step closer to independence. The 60’s brought a multitude of achievements with the 1500 and 1600 series, as well as a range of new sedans, the 2500, 2800, American Bavaria and the 2. 5 CS and 2800 CS coupe models. Production lines that would become worldwide pieces of success soon came out, such as the 6 and 7 series and the recently reconstructed BMW M1 model.

By the end of the 70’s, BMW had dug deep into other car-improvement related fields as well, and electronics proved to be the perfect ground for growing BMW’s next generation of computerized car devices. Economic fuel research then became top priority. Research started to be heavily reinforced and reached new uncharted areas through the employment of over 6,000 people. Once the Z1 one came along, the profits kept pile-up trend. Caring for the customer and staying ahead of competition was proof enough that BMW had turned into a true, mature brand. Business development:

BMW has various sources for research and product development: A well known BMW location is the Engineering Center (FIZ) in Munich. This institution was launched in 1987, implementing the idea of co-location. Co-location stands for bringing together all people into one site, who are concerned with the product development process, incl. suppliers. Nowadays about 5,000 researchers, engineers and technicians are working at the FIZ. A design studio in California, which provides trendy designs from one of the most creative places of the world. A project team in Japan, which serves as an antenna into Japanese technical developments.

BMW-Technik GmbH, which was launched in 1985 and is responsible for idea generation off-site, equipped with own design facilities, acoustic wind tunnel and various other facilities for noise reduction. This company employs about 100 people. Company mission and business focus: Reading the BMW Group mission statement, it’s easy to understand why the BMW Group is clearly associated with premium products, premium prices, and premium experiences. The BMW mission statement is… The BMW Group is the world’s leading provider of premium products and premium services for individual mobility. Beyond that, each brand of vehicle under the BMW Group umbrella has its own distinct brand identy… BMW Brand – “The BMW brand stands for one thing: sheer driving pleasure. Sporting and dynamic performance combined with superb design and exclusive quality. ” MINI Brand – “The MINI brand wins hearts and turns heads. MINI is refreshingly different: extroverted, spontaneous and in every respect something out of the ordinary. ” “For over 100 years, motor cars of the Rolls-Royce brand have stood for truly outstanding engineering, quality and reliability.

The BMW Group is the world’s leading provider of premium products and premium services for individual mobility. ” Focus: he concept of premium will be increasingly defined through sustainability in the future. BMW, like no other brand, will still stand for vitality and driving pleasure in the future. But it will also represent efficiency and environmental friendliness. .. We have introduced our fuel-saving technology, Efficient Dynamics, as a standard feature in all series. It uses start-stop technology, brake-force energy recovery and other methods to drastically reduce fuel consumption, while at the same providing more power.

We call this “Sheer Driving Pleasure 2. 0. MARKETS OF BMW The main markets for BMW automobiles have been in Europe, the USA, Japan and the Pacific region, with the markets of Germany and the US accounting for almost half the total car sales. Important markets have also been the fast-growing UK, and the Italian, French and Japanese markets. Sales in the USA market have been particularly successful, as they grew by over 8 per cent on the previous year to 277,000, becoming the biggest market for the group and overtaking the Lexus brand for the first time.

At the end of 2003, the outlook for 2004 by group management and industry observers was upbeat. This view was supported by the successful launch of the new 5-series, the consolidation in Europe and Asia of the BMW Z4, the introduction of the BMW X3. The new BMW 1 Series and the BMW 6 Series cabriolet were launched early in 2004. By far the most successful models were the MINI, the 3-series and the 5-series, but the other models were also in significant demand. In the Chinese markets there was growing demand for the higher end models of the range, specifically for 7-series and 5-series

Target customers: Upper middle class — professional employees at the upper part of corporate ladder such as financial analysts Product policy: Assortment: cars: BMW 1 series (3, 5 door, coupe, convertible), BMW 3 series (sedan, coupe, convertible, touring, compact) BMW 5 series (sedan, touring) BMW (coupe, grand coupe, convertible) BMW 7 series (sedan) BMW X1-X6, BMW Z4 roaster, BMW M series( 3,5,6) also MINI :MINI is one of the most entertaining cars on the road, with dynamic performance and handling and an unmistakable appearance that makes it instantly recognisable.

It is currently available in a range of models including: MINI Hatch (MINI One, MINI Cooper, MINI Cooper D, MINI Cooper S), MINI John Cooper Works, MINI Convertible (MINI One Convertible, MINI Cooper Convertible, MINI Cooper S Convertible) and MINI Clubman (MINI Cooper D Clubman, MINI Cooper Clubman, MINI Cooper S Clubman). MINI is produced in England and is now sold in over 70 countries worldwide. The Rolls–Royce Motor Cars :Rolls-Royce launched the Drophead Coupe in 2007 which has a V / 12 / 48 engine, reaches a top speed of 149 mph and does 0-100km/h in 5. 9 seconds. The Rolls-Royce Phantom features a 6. 5 litre light alloy V12 engine that provides 460PS (453bhp) of power. Rolls–Royce also launched the Centenary Experimental 100 EX and the limited edition Centenary Phantom in 2004. Summer 2008 saw the production of the new Phantom Coupe, the most driver-orientated model in the Phantom line. Motorcycles: SPORT, TOUR, ROASTER,ENDURO,URBAN MOBILITY SPORT: S1000 RR, K 1300S TOUR: F800GT, R 1200RT, K 1600GT, K 1600GTL, ROASTER: F800R, R1200R ENDURO: G 650 GS, S 650 GS sertao, F 800 GS, R 1200 GS, R 1200GS adventure URBAN MOBILITY: C 600 sport, C 650 GT Scooters: BMW C 600 Sport BMW C 650 GT

BMW C EVOLUTION e-Scooter Acessories: DVD systems, radios, car care, lights, navigations,air condition… Clothes Quality: in 2008 BMW received a score of 3 out of a possible 5 points in the averaged category of Overall Quality( like ford, kia, nissan) Logo: The BMW logo consists of a thick black ring encircled by a silver lining. The letters ‘BMW’ are inscribed in a non-serif font in the top half of the black ring. The gap within the ring is divided into four equal alternative blue and white quarters. The BMW logo, commonly known as “roundel”, was created and registered in 1917.

The created logo design is remarkably simple and projects an identity that is smart, clear, sporty and image-conscious. It is one of the most distinctive logo designs in the world, speaking highly of a brand-led company. The 1929 Dixi was the first vehicle to carry the famous BMW logo. The BMW logo has been altered very rarely and minutely and has maintained its original look throughout the company’s history. Here are some of the logos that have been used since 1917. People think that the BMW logo is based on a rotating airscrew. The origin of this interpretation is the cover of a BMW aircraft magazine.

This picture (shown below) was taken in 1929, years after the logo first came into existence. BMW chose the Bavarian national colours as a symbol Innovations: BMW Innovations With a constantly updated menu of inspired new technologies and products, BMW is leading the charge in automotive evolution. We engineer our renowned vehicle lineup to be the most advanced in the world. And we continuously push the limits of efficiency and performance. We do this because our goal is not to be ahead of the curve; we are determined to be ahead of everything else on the road. Connected Drive:

BMW is focused on connecting you, the driver, in meaningful ways to your vehicle, and to your world at large. Intelligent innovations provide you with unprecedented mobility, so you enjoy the best possible combination of safety, comfort, entertainment, and – above all – driving pleasure. Head-Up Display: BMW’s full-colour Head-Up Display projects critical driving information, such as speed, directions, and alerts, directly in your field of vision, so distraction is minimized. This virtual image appears approximately two metres ahead of you, at the end of the hood, seamlessly integrating into whatever scenario your find yourself in.

Your eyes and attention stay focused on the road, where they rightfully belong. BMW Apps: Introducing a new way to stay in touch. With the BMW Apps you can bring Facebook, Twitter, your calendar, or even your favourite web radio station into your car on the iDrive screen. Your Control Display can show the latest status updates from your Facebook or Twitter account, as well as upcoming events, while the car’s audio system can read them out using the text-to-speech function. Get ready for the next generation of mobile communication and entertainment – with your iPhone and BMW ConnectedDrive

BMW Concierge: There’s much more than just a welcoming voice on the other end of BMW Concierge. Whether you’re looking to book a flight or hotel, find the nearest ATM, or make a reservation at your favourite restaurant, our customer relations agents are always there for you. BMW Concierge is available 24/7 and transfers address data directly to the Navigation System of your BMW. And in case of emergency, BMW Assist is equipped with a host of helpful tools, including Emergency Request, Enhanced Roadside Assistance, Remote Door Unlock, Advanced Automatic Collision Notification, Stolen Vehicle Recovery, and more.

Night Vision: Your command of the road doesn’t end when the sun sets. BMW Night Vision is our exclusive infrared technology that allows you to see through the dark, up to a class-leading 300 metres ahead. Objects, animals, and pedestrians are instantly distinguished, leading you to safer nighttime driving. Google MyInfo: Use Google Maps to send points-of-interest information directly to your BMW using your e-mail address and BMW Assist account.

Find restaurants, friends’ homes, or even the location of your next meeting. With Google Maps, you can send any destination to your vehicle from your computer, and then accept the information into the Navigation System once in your car. You can even call your destination using Bluetooth integration by selecting the displayed telephone number. http://www. bmwvictoria. ca/BMW/Innovations/tabid/206/Default. aspx tam videa Services: Financing, insurance,credit cards, leasings, Pricing policy: Price strategy-

HOT WHEELS® Kicks Off 40th Anniversary With Diamond-Encrusted Car At N. Y. Toy Fair Year-Long Celebration of Activities by HWC Press 02-15-08 Hot Wheels® today announced its year-long plans to celebrate the brand’s 40-year heritage at the 105th American International Toy Fair®. Anniversary activities were kicked off with the unveiling of a custom jeweled 1:64-scale Hot Wheels® car, designed by celebrity jeweler Jason of Beverly Hills.

This one-of-a-kind car, the most expensive in Hot Wheels® history, was made to commemorate the production of the four-billionth Hot Wheels® vehicle. The diamonds on the custom-made jeweled car, valued at $140,000, total more than 2,700 and weigh nearly 23 carats. The car is cast in 18-karat white gold, while the majority of the vehicle is detailed with micro pave-set brilliant blue diamonds, mimicking Hot Wheels® Spectraflame® blue paint. Under the functional hood, the engine showcases additional micro pave-set white and black diamonds.

The Hot Wheels® flame logo found on the underbelly of the car is lined with white and black diamonds. Red rubies are set as the tail lights, while black diamonds and red enamel create the “Red Line®” wheels. The custom-made case that houses the jewel-encrusted vehicle also holds 40 individual white diamonds, signifying each year in the legacy of the Hot Wheels® brand. | “Collaborating with Mattel on the jeweled Hot Wheels car was a dream project for me,” said Jason Arasheben, president ; CEO of Jason of Beverly Hills. The car is truly spectacular and will be a brilliant addition to anyone’s collection. ” The vehicle was unveiled by multi-platinum recording artist and car enthusiast Nick Lachey, who grew up playing with the die-cast car line. In late 2008, this unique Hot Wheels® vehicle will be auctioned off to benefit Lachey’s charity of choice. “Since its introduction, Hot Wheels has revolutionized boys’ toys and inspired automotive trends,” said Tim Kilpin, general manager and senior vice president, Boys and Entertainment, Mattel Brands. “The historic ctivities we have planned are a fitting tribute to the brand’s heritage and will allow us, and our fans, to celebrate this milestone year in true Hot Wheels style. ” In 2008, Hot Wheels® will honor the partners that have helped make the brand successful and will take to the road to celebrate the brand’s heritage with its faithful fans. These activities include: Hot Wheels® Designer’s Challenge™ For the first time in its history, Mattel went outside of its in-house design team to seek new car designs and to honor the automotive partners that attributed to the success of Hot Wheels® cars over the years.

Car designers from Dodge, Ford, General Motors, Honda, Lotus and Mitsubishi designed their version of a Hot Wheels® concept car based on the brand’s attributes of speed, power, performance and attitude. Each submitted design was created in a 1:5-scale model and unveiled this past October at the 2007 Specialty Equipment Market Association (SEMA) Show in Las Vegas. In late March the 1:64-scale versions will be available at retailers nationwide as part of the Designer’s Challenge™ product line. I’ve been involved in multi-million dollar concept car designs but not everyone can relate to these kinds of projects,” said Amaury Diaz Serrano, creative designer, General Motors. “But, everyone can relate to a Hot Wheels. Regardless of age, race or background, everyone has fond memories of playing with them. To be able to design for Hot Wheels is the closest I will ever get to winning an Oscar. ” Hot Wheels® Cross-Country Road Trip This summer, fans across the country will be invited to celebrate the 40th anniversary as Hot Wheels® travels Highway 40 to bring together automotive enthusiasts of all ages.

Kicking off at Mattel’s headquarters in El Segundo in mid-August, the road trip will make stops at the Bonneville Salt Flats in Utah; Speed, KS; Indianapolis; and Detroit, before culminating in a grand finale celebration on September 5 in Watkins Glen, NY — home to American road racing. There, Hot Wheels® will partner with the Grand Prix Festival of Watkins Glen to participate in the annual celebratory kick-off event honoring the history of the town and race track. At each road trip stop, Hot Wheels® will host a free event that will be open to the public.

Each event will feature life-size Hot Wheels® cars, kiosks where people can create their own custom Hot Wheels® “drivers license,” family-friendly activities, and the opportunity to receive a commemorative 1:64-scale Hot Wheels® car created especially for each stop, available in limited quantities. “40 years. Four billion cars. It is a year of exciting milestones for Hot Wheels,” said Geoff Walker, vice president, Wheels Marketing, Mattel Brands. “We just can’t wait to get on the road to celebrate with the millions that share the Hot Wheels passion. “

MARUTI SUZUKI – BRAND POSITIONING By: Shweta Amin [ Market Research Analyst ] on February 13, 2011 1 Comment What comes to your mind first when u come across the term ‘MARUTI SUZUKI’, it always absolutely has to be Maruti 800, best known as ‘The Middle class car of India’. BRAND IMAGE:- MARUTI from as a brand itself is seldom looked at, as a luxury brand. Maruti as a brand is more linked with the SEC B rather than A. And over past many years Maruti Has maintained and up till certain extent restricted its Target Market to same SEC’s.

VARIOUS MODELS OF MARUTI SUZUKI IN MARKET:- Hatchback: – Maruti 800, Wragon R, Alto, Swift, Estilo, Ritz, A-star Sedan: – SX4 & Dzire. SUV:- Grand Vitara, Maruti Gypsy, EECO This is quite evident that Maruti Suzuki is leading in its variety of ‘Hatchback’ cars. These for all this while were targeting the group of people who are middle incomed, but Maruti Suzuki has slowly entered and is steadily growing into the category of ‘Sedan’ Vehicles. REMARKABLE GROWTH:-

If we observe Maruti as a brand over the years we can note a remarkable phenomena or strategy from their growth in past years. * It first became popular n still is with its launch of Maruti 800 many years back. They targeted middle income groups, who were first time car buyers, looking for low ownership cost with basic need of a family vehicle and the price was approx 2lacs. * After this they never looked back. Then came the other various hatchback models of Maruti like Zen, Wragon, and Alto etc.

These Cars again targeted the middle income groups, but this time the positioning was not as the basic need, it was comfort at comparatively lower price, of 4 – 5 lacs. * Then putting Yet another Step forward, they came into Sedan’s with a price of 8-9 lacs these Sedans targeted SEC A as well as B(up till a certain extent) MARUTI KIZASHI The most recent development from Maruti Suzuki is the Launch of ‘Maruti Kizashi’. It has been positioned as the sports sedan; it is fairly high on cost with a Price of approx 17 to 19 Lacs.

This Sedan is targeted towards the SEC A with a luxury touch to it. By this way, Maruti Suzuki is now able to target and provide a solution to various types of car buyers, who basically are the different targeted groups according to its Database. Maruti Suzuki seems to have efficiently planned and structured to connect its brand to masses as not only an ‘Economic Brand’ but also a ‘Luxury Brand’ turning it into an all-rounder. It will be interesting to see the consumers’ reaction to this change in the Brand Image of their one of most trusted brands

Premium car makers operate in a highly dynamic and competitive marketplace. BMW is among the companies that have shown a stronghold on global markets that include Europe, US, Asia, and emerging markets in the Middle East. Its history shows instances when it has come under pressure from market forces, but the European carmaker has proven, time and again, that it can spring back and rejoin the race of top industry players. Recent years have even seen BMW appealing to new-generations users opting for winning design standards and quality.

Indeed, BMW’s latest car models boast of enhanced performance and dynamics, making the carmaker one of the strongest luxury car contenders that continues to aggressively battle for consumer attention in the contemporary age. BMW’s Competitive Edge – A Case Study Cutting-edge technology, driving pleasure, comfort and luxury are closely associated with luxury cars like BMW, Lexus, Mercedes Benz, and Audi. For the average car buyer, each of these marques commands a strong presence.

On the other end of the spectrum are the discerning clientele, whose fierce loyalty to a car brand or high regard for automaking heritage may account for sales volume uptrends. Indeed, premium carmakers, among them German automaker BMW, continually vie for consumer attention and nurture high hopes of hitting record sales despite rising costs related to materials and new model launches. What BMW has in great measure, though, is a sound business strategy that banks not so much on decades of experience and foresight but more on using a coherent theme or image as “the ultimate driving machine” to utmost advantage. After many false starts in the twenty years after the war,” (Kay, 1999, para. 8) BMW has clearly made “the match between the distinctive capabilities of the organization and the market opportunities it faces” (Kay, 1999, para. 8). In recent years, the pressure on BMW has been emanating mainly from the persistent threat of substitute products.

Notwithstanding its vast experience and “ability to develop and use sophisticated technical skills… the source of competitive advantage for so many German companies,” (Kay, 1999, para. ) BMW faces the tough possibility that luxury car buyers may opt for alternative brands in the market vis-a-vis the latter’s price offerings. The perceived level of product differentiation is another thing to contend with in the highly competitive luxury automobile industry. What may strike some customers as a refreshing innovation may be totally revolting for others. In most cases, it all boils down to a brand war. A satisfied BWM owner, as personified by the high-level executive of a fast-expanding conglomerate in Asia, cited brand as the most compelling reason to purchase a BMW. “It’s a good, reliable car” (J.

Lucas, personal communication, July 31, 2008). Yet, as another ranking business executive asserted, “Mercedes Benz is still the best, while Audi is the rising star” (A. Lagmay, personal communication, July 31, 2008). Indeed, consumer tastes and requirements are evolving, and premium car producers who have made sizable investments in automobile design, quality and performance stand to reap some profit. In BMW’s case, solid growth was realized during the first half of 2008, despite testing economic conditions in certain automobile markets across the world (“BMW Group increases sales,” 2008, para. ). Today, pressure is mounting with the threat posed by the entry of new competitors. Automobile industry players stepping up price competition had been evident in the first few years of the 21st century, with “low price or incentives” serving as the “prevalent means to displace market share from competitors” (Lencioni, 2004, p. 735).

To contain the costs, companies like BMW set up production plants in global growth markets. Business cycles fluctuate, though. While the European prestige car maker posted increased sales of its BMW, MINI and Rolls-Royce brands by 4. percent from January to June 2008 (“BMW Group increases sales,” 2008, para. 1), it was “not entirely able to avoid the difficult economic trends in important individual markets such as the USA and Japan… global sales slipped 2. 8 per cent in the month of June to 146,138 units” (“BMW Group increases sales,” 2008, para. 2). Under its Chief Executive Helmut Panke, BMW has dramatically expanded its product offerings, setting its sights on market segments of the future.

However, “moving into smaller cars meant earning the lower margins that were typical of those market segments” (Lencioni, 2004, p. 41) as compared to mid-size sedans and luxury limousines. As an analyst pointed out, “Compared with volume producers, BMW’s manufacturing costs are much higher, its product development cost more costly, and its purchasing costs higher” (Edmondson, Palmeri, Grow, & Tierney, 2003, para. 13). In essence, BMW has had to contend not just with the bargaining power of customers, but also with the bargaining power of suppliers which provide the unique resources to sustain its main sources of competitive advantage: brand quality and reputation of reliability.

Nowadays, as the intensity of competitive rivalry heats up, BMW’s burning obsession with performance and brand identity or image has aided the firm in closing the widening gap with other luxury cars. BMW’s research and development teams have been caught in a frenzy to maintain competitive edge. “Development teams that pore over everything from (such) market feedback to innovations are encouraged to engage in `friendly fighting’ to decide the vital characteristics of a new BMW” (Edmondson, et. al, 2003, para. 24).

As it faces countless threats and risks, BMW remains poised to prevail and deliver. Among the critical success factors in the high-end market where BMW competes is its design and brand appeal, which had become the customers’ overriding choice features (Lencioni, 2004, p. 741). Effective branding, likewise, created “emotional connections between customers on one side and products, salesmen, other users on the other” (Lencioni, 2004, p. 736) although this was true not just for BMW but for other luxury marques as well.

One thing that worked to BMW’s advantage had been its “firm control on the supply chain” (Lencioni, 2004, p. 737). BMW nurtured long-running and dependable supplier relationships. Coupled with a highly talented workforce that operated at “the most flexible and most productive” factories in Germany (Edmondson, et. al, 2003, para. 20) to churn out vehicles with styling variations, unprecedented performance and safety features and individuality, the German carmaker remains a potent force to reckon with in the international automobile industry.

The BMW M5 has the capacity of a sedan and it excels like a sports car in terms of performance.

The car has spacious seats and effective temperature control system to ensure a comfortable ride. Independent suspension for all the four wheels improves overall handling of the car. The M5 does not slack behind in the entertainment department either and offers a host of features including a high-end music system and high-definition radio. The car is very stable under almost any road condition including slippery ice roads, sandy surfaces and rain-slicked roads using its dynamic stability control system.

The car also has an on-board GPS navigation system and recognizes voice commands from the driver. BMW lays great emphasis on safety; its cars are very sturdily built with state-of-the-art safety features such as head protection system, automatic-locking retractors for seatbelts, and side airbags to provide additional protection.

The M5 also has an Impact sensor to automatically turn off the ignition and fuel supply, and switches on the emergency lights in the event of an accident. In terms of after-sales service, BMW guarantees free maintenance for either four years or fifty thousand miles. This service is inclusive of standard servicing as well as free replacement of items that wear off. BMW has also recently introduced a tele-service called BMW Safety Plan which enables the car to directly contact the service center when it needs service.

BMW is a German automobile manufacturer which has a rich tradition of building reliable cars and has earned worldwide recognition among general consumers as well as motorcar enthusiasts. The BMW M5 is a brand family. It falls under the ‘Motor vehicles and car bodies’ industry category and its corresponding SIC code is 3711 (Business & Company Resource Center).

DaimlerChrysler, Ford, Volkswagen, General Motors, Ducati, Fiat, Harley-Davidson, Honda, Kawasaki Heavy Industries and Mazda are some of the competitors of BMW in this category. Following are some of the factors that make BMW a compelling choice for any car buyer,

What I can see is the Mazda 6 driving along a mountainside road. The scenery behind the car is blurred to the direction the car is going, the right: this suggests the speed of the car is fast. This is because when in a car witch is driving at a fast speed the nearby surroundings start to blur as the speed increases. Also there are leaves flowing over the car, suggesting the shear gracefulness of the Mazda 6 and also could be hinting towards it possessing a calm elegance even at top speeds. Therhermore the flowing over the car could be relating back to how the Mazda 6 is in harmony with the earth, because in the small print of the advert it boast- ‘….car that will make a difference to the environment’.

Image I noticed that there are a lot of greens used in the Image; this gives it a very countryside orientated fell and also a ‘green earth’ passona, which then later relates to the slogan- ‘It won’t cost the earth’. The image takes up around three quarters of the page and is placed above all the title the slogan and the additional information, thus ensuring that the car is the first thing the audience sees, and not the less interesting, less eye-caching paragraph of information.

Therthermore the angle of the car plays a key role in grabbing the audiences attention, in this case it is angled so that the audience gets a good view of the side and the back of the car, this gives a descent idea of what the car looks like as whole. Also this angle could relate to what a pedestrian would see as the car comes ‘Zoom-Zooming’ past. Additionally the image has been edited on a computer to ensure that the car itself is in perfect focus and the background is blurred. This is because it would be impossible to take a normal picture like this, because the car would also be blurred. This would mean the audience gets a less clear view of the car. So as a result, they are less impressed with the clarity and crispness of the Mazda 6.

Slogan The slogan is: It won’t cost the earth’. This situated at the top of the image of the car; this normally is where a title would be placed on a letter or piece of writing, thus suggesting how critical the slogan is. The slogan has a double meaning, the first one is Mazda 6 is not going to cost a large amount of money, because that is probably thinking, due to its sporty look. The second meaning is the Mazda 6, with its ‘lower fuel emissions’ is that it will be less damaging to the environment, as some sports cars are seen as doing.

This double meaning is a very effective way of advertising; this is because it gives the audience two pieces of information at the same time. This not only gets across two pieces information quickly, it also intrigues the audiences with its double meaning. Copy The additional text that is featured in the advert is in the following order down the page: 1. Name (Mazda 6) 2. Price ( 14,600) 3. Specifications 4. Fuel consumption It is in this order for a specific reason: to draw the audience further and further in by progressively giving more and more information stage by stage. In other words, the reader is being slowly convinced.

Also the text that is placed under the under the price of the car has numerous persuasive elements, for example the persuasive language when the audiences is told the Mazda 6 was the winner of the Auto Express Driver power survey. The persuasive language here is ‘Crowned the winner’. The word crowned relates to how a king is crowned over all others, so this wording is used to suggest how the Mazda 6 has been crowed superior to all other cars. This is effective in convincing the audience because something that is superior to all its competitors tends to be more desirable, as people strive to attain the best possible product were exchanging there money is concerned.

Font The font witch is used the slogan is noticeable not because it is colourful, not because it is stylish, but because it is simple; this uncomplicated font ties in with the simplicity of the message- ‘It wont cost the earth’- and that, quite frankly, is all that is required. Additionally this font sets up the audience mentally to take onboard this straightforward message. Target audience The target audience in this advert is a male/female who is looking for a slightly sportier concept car, but who at the same time is concerned about the environment. The target age would be 21-65, the lower part of this would is likely to be engrossed to the sporty side of the car whereas that latter half is most likely to be concerned to the claim that the car is a good thing for the environment.

Caption The caption is placed directly under the image of the Mazda 6, it says-‘The new Mazda 6 Diesel, Soul of a sports car from 14,600’ .The word soul is used to relate to a human soul, because people usally refure to there soul being inse there body, as with the Mazda 6 the message is being conveyed that aloth it may not have a fully sporty exteror, within it has the insides of a sports car.