People who have heard me speak or read my book, It’s Not Rocket Science, know that I use cars to illustrate value propositions/differentiation. I was walking through O’Hare this week and saw this ad for BMW service.
What struck me is that they believe $79.95 is a “comparable” price for an oil change. (And if you read the fine print that price is only for the 3 Series). Clearly an oil change on a Driving Machine, can’t really be comparable in price to that of just a car. Besides, as they note on their website, it is a “…great new way to help you keep it an Ultimate Driving Machine.”
It’s not what you sell that matters, it’s what the customer is buying.