Motivation occurs when a consumer identifies a need that requires satisfying. Solomon (2013) identifies three types of core consumer needs: the need for affiliation, for power and for uniqueness. The BMW group addresses these three categories through the offering of various utilitarian and hedonic benefits for their customers. Through the establishment of the BMW community, where every BMW proprietor has the opportunity to interact with both the company itself and the other members of the community, customers recognise themselves as part of a group, thus addressing the need for affiliation. Mystery tours, rides-out and foreign tours all contribute to the engaging experience of owning a BMW vehicle. The intangible value of status that comes with owning a luxury vehicle, such as the BMW 6 series, provides the consumer with a sense of prestige that addresses the need for power. Finally, the recent technological advances that have allowed the BMW group to redesign its processes and offer a personalised encounter, provide for the necessity of uniqueness, offering 70 million possible combinations of models, interiors and accessories.
Recent research has proven that personality traits are often better predictors of consumer behaviour than traditionally used demographic variables. Dr Edwina luck, from the Queensland University of Technology, suggests that BMW's slogan "The ultimate driving machine" is what encourages consumers to perceive BMW as a cut above the other brands in the luxury car segment. BMW has, up to recent times, primarily targeted career minded go-getters on their way up, advertising their vehicles as a symbol of success and wealth. Research conducted by YouGov.uk provides evidence demonstrating that BMW drivers are most commonly middle aged males working in either business, finance or consultancy sectors. The typical personality traits of those who own a BMW are those of a leader who is confident, strong willed and demanding, striving for both power and achievement [ CITATION Wil15 l 2057 ].
