you might enjoy this article. BMWs strength and "competitive advantage" over its competitors is their maintenance program. I know a bunch of people who bought BMW cars just because of their program
Competitive advantage: “No-Worry Maintenance” programs | Beyond the KM
i would also mention how although they have taken longer than most car companies to produce hybrid and diesel cars (in the United states) that their efficient cars now have an edge on the competition. A hybrid X6 with close to 500 HP? id love to see Toyota do that!