2. Strengths
• BMW brand - loyal customer base,
high quality
• Duel-fuel capacities, allowing it to
hit market quickly
• Modeled after the popular 7 series
model
• Performance hybrid vs. hybrids
such as the Leaf (slow)
• First production ready vehicle
powered by hydrogen
3. Weaknesses
• Low MPG (as usual)
• Not as fast as other BMWs (0-60 time = 9.5 sec.)
• Company is not experienced in eco-friendly products
• Product has not been established commercially
• Tank cooling requirement
4. Opportunities
• Economy - slight improvement - increased demand
• Shift in consumer buying patterns to environmentally friendly products
• Fairly new and growing market
• BMW has put 100 vehicles to be tested by popular figures
5. Threats
• Competition from the Tesla, Leaf,
Volt, etc.
• Unstable economy
• Not efficient as popular hybrids
• Costly to produce liquid hydrogen
• Liquid hydrogen must be stored at
-423° F
• 18 lbs. of hydrogen = 125 miles
