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After reading the case carefully answer the following questions:
Assuming that most modern cars share very similar characteristics, what do the customers really buy – a product or an experience? In your opinion what drives car-buying decisions?
Is the “Dream It. Build it. Drive it.” program am advantage that can last long term? Do you see any room for further improvement?
Put yourself in Joseph Wierda’s shoes. What would be your decision regarding using video streaming technology for other models such as the X5 or the X1? Would you apply a similar program for the X4 launch in 2014?
The “Dream It.” part of the program encourages future buyers to go online and build a relationship with the brand by designing their dream car and also sharing personal information. How else could you grow the online sales channels?
Your paper must be at least 5 pages long, excluding an abstract and a references page.
Write using APA 7 Edition and list your references.


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