28 February 2011

Not sure how much you know about trademark law but, right now, I’m betting Apple is wishing it had trademarked the letter ‘i’. It’s unlike Steve Jobs to let an opportunity like that slip through his hands – but then maybe he was told you can’t copyright a letter of the alphabet.

I guess if somebody tried to launch a product with the iP designation (iPod, iPhone, iPlayer, iPad etc), then Apple lawyers would be down on them like a ton of bricks. But I wonder what they’re making of BMW i.

That’s the sub-brand that BMW launched at the beginning of this week. Apparently it’s going to be devoted to devoted to “sustainability and mobility services”. No, I don’t understand that bit either; the only clear message was that BMW i will launch an electric city car and a rechargeable hybrid car in 2013.

Having said that, it would be foolish to mock BMW’s ability to manage brands – it does a pretty good job with its own and an outstanding job with Mini (sorry, MINI) – so I’m sure this one will be a success too.

This concept of ‘mobility services’ is one that most auto retailers tend to struggle with. For over a century now we’ve done perfectly well selling cars, vans and aftersales – all of them products that keep the customer mobile.

Previous attempts to sell ‘mobility’ products such as flexible leases or car-sharing clubs have met with only limited success. But BMW believes the customer is changing.

“Some people are interested in having more flexibility when it comes to driving cars,” said Ian Robertson, BMW’s head of marketing. “The logic is simple: I’ll pay for it when I want to use it.?”

Apparently this week’s Geneva Motor Show is going to be as much about ‘mobility services’ as it is about cars, which should be interesting. Peugeot has already gone down this route with μ (Mu), the mobility programme that allows subscribers to use a wide range of transport solutions, from pedal cycles to vans, depending on their short term need.

Peugeot md, Jon Goodman, says they’re about to extend the scheme to three more Robins & Day sites after a successful trial in west London and Bristol. It’s a great concept but, in the overall scheme of things, it’s pretty small beer.

At the risk of being branded a Luddite, I wouldn’t be scrapping the traditional showroom just yet.

However you keep your customers mobile, have a good week both in and out of the showroom. If you have a story for us, or just want to get something off your chest, email rupert@auto-retail.com

Rupert Saunders