Analysis of BMW brand strategy

Company Profile History of BMW

The history of BMW began in 1916. The company was originally an aircraft engine manufacturer. It was a limited liability company in 1917 and was renamed Bavaria in 1918. Engine Manufacturing Joint Stock Company and listed on the stock market. BMW is the abbreviation of Bayerische Motoren Werke.

In its initial stage, the company was mainly committed to the research, development and production of aircraft engines. BMW's blue and white logo symbolizes the rotating propeller, which is a portrayal of the company's early history. In 1923, the first BMW motorcycle was launched. Five years later, in 1928, BMW acquired the Eisenach automobile factory and began producing cars. Since then, BMW has brought many masterpieces in the history of automobile manufacturing to the market. These products continue to inspire strong emotions and people's desires, creating BMW's outstanding reputation as an automobile manufacturer.

1.1952-BMW 507 single-cab convertible, one of the most elegant cars in the world

1960s-BMW 2002, the most fashionable and sporty 5-seater at the time

1948 - The R 24 single-cylinder motorcycle announced the birth of BMW's first motorcycle after World War II

The company headquarters in Munich

BMW Group Today - Efficient Growth with Premium Brands

Currently, the BMW Group is the most successful and profitable automobile and motorcycle manufacturer in the world. In 2002, the company successfully sold more than 1 million BMW and MINI brand cars, and the sales record exceeded 1 million for the first time; in the motorcycle business, sales exceeded 92,000 units, setting a new sales record. Globally, the BMW Group employs more than 100,000 people.

Always focusing on high-end brands is the basis for corporate success. The BMW Group owns three brands: BMW, MINI and Rolls-Royce. These brands occupy the high end of various market segments from small cars to top luxury sedans, making the BMW Group the only manufacturer in the world that focuses on premium cars and motorcycles. High-end means "added value". The brands of the BMW Group each have a clear brand image, and their products have rich product connotations in terms of design aesthetics, dynamic and dynamic performance, technical content and overall quality. Therefore, these brands can provide users with tangible added value. On this basis, the BMW Group expects to obtain higher profit margins per vehicle, thereby continuing to maintain profitable growth and ensuring the company's independent status in the future.

The BMW Group will implement a clear premium brand strategy in the long term. In the next few years, this will be reflected in a wide range of products and market offensives. While focusing on the uniqueness of each brand, the BMW Group will enter new areas by launching new products and promote the company's series of products to more new markets. With this, the company will enter a new realm:

By 2008, the BMW Group will sell approximately 1.4 million vehicles, achieving a 40% growth. In the same year, the group's annual sales will exceed 50 billion euros.

The overall goal of the BMW Group is to establish itself in the international market as the most successful manufacturer of high-end automobiles and motorcycles.