Asymcar #31 Serenity Now
by Horace Dediu
Brand (new) theory: Can a well known brand do something new? Must the new thing stand alone? Must it have a new name, a new distribution model? We evaluate BMW's "i" sub-brand from both a strategic and tactical perspective. Also a more nuanced review of the i3 after driving it a while. What is the real job it does.
Source: Asymcar #31
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