Is the BMW Brand Hurt By Being Sold Through Costco?

335iAutoSpies.com blogged the other day about the Costco auto program showcasing a BMW 335i (like that pictured above) near the entrance to one of their stores, and the “spy” writing it thinks that maybe it’s not good for the BMW brand to have its cars be just another item at the ultimate bulk warehouse club.

I don’t agree. Supposedly Costco shoppers are actually a little more wealthy, like $70,000 income per year on average. According to CarPrices.com, the 335i might price at a little over $42,000, so it’s not completely out of reach of the average Costco shopper. If BMW is worried about hurting their “elite” brand, they probably should’ve stuck to the high end of the price scale instead of making cars for the everyday person. If their brand is hurt, it’s by offering those cars in the first place, not by offering them at Costco. If anything, Costco probably rubs a little class onto these low-end BMWs, so there.

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One response to “Is the BMW Brand Hurt By Being Sold Through Costco?

  1. Pingback: Is Costco the End of Ed Hardy? « Costco Blog

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