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The article does not directly have to do with innovation, but provides an interesting perspective on the strategic challenges that luxury carmakers have when dealing with macro-trends such as an ageing customer base, emerging markets, downsizing (and low margins), etc.

One of the recent topics (or fads?) in innovation management is associated to "indovation", i.e. the search for low-cost products targeted to emerging markets, and the transfer of these solutions to industrialized countries. Is it an episode? Is is a trend? Is there something deeper that is worth researching and understanding?

BMW is trying to change the American way to buy cars. The German carmaker has to deal with a cultural issue and it's finding lot of skepticism by U.S. consumers. The issue is a built-to- order vehicle worths the wait, challenging Americans' penchant for instant gratification. BMW effort to change this trend may run into cultural barriers and it's a big gamble, hardly a new business model.