How can the brand Mini increase its luxury positioning by leveraging the launch of Mini´s first electric vehicle

Schütz, Anouschka

http://hdl.handle.net/10362/104423

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Autores

Schütz, Anouschka

Orientador(es)

Silveira, Catherine da

Risques, Inês

Resumo(s)

Due to the trend towards sustainability, electric mobility’s potential in Germany is increasing. Moreover, different studies found that the possession of proenvironmental products can be associated with status and therefore potentially influencethe positioning of brands. This led me to the relevance of this project and opens the question of how an automotive brand, using the example of MINI, can increase its luxury positioning through the launch of an electric car. After introducing thecontextual background a qualitative method was applied for investigatingon the substance and status of MINIand potential leverages of electric mobility to increase MINI’s positioning.

Palavras-chave

Premium Luxury Electric mobilit Sustainability

URI

http://hdl.handle.net/10362/104423

Coleções

NSBE - MA Dissertations

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