Market research is undertaken on a continuous basis.
The percentage of women driving 3 Series and Compact models has decreased. The average age of 3 Series drivers is the lowest of the BMW range, more mature drivers tend to drive 7 Series BMWs. It is not surprising that Z3 drivers are the least likely to have children living at home, as there is a higher proportion of retired drivers. Also, unsurprisingly, a very high proportion of Compact drivers have no children. A large proportion of owners of large businesses opt for the 7 Series from the BMW range, and Compact BMW cars are driven by a large proportion of retired people.