Introduction to BMW?

German BMW Motor Works (Bavarian Motor Works)

A new image of success: BMW

Official website of BMW: English

BMW China Website: Chinese

Brief introduction of BMW company

BMW is a world-famous automobile enterprise, and is also considered as the forerunner of high-end automobile production. BMW was founded in 19 16, and its headquarters is in Munich. In the past 80 years, it has developed from the initial aircraft engine factory to a world-famous enterprise group that mainly produces luxury cars, aircraft engines, off-road vehicles and motorcycles, ranking among the top 20 automobile enterprises in the world. BMW is also translated as "Bayer". The full name of BMW is Bayer Schemotorenwerhe AG, and BMW is the initials of these three words. It used to be a company specializing in the production of engines, and at the same time it was famous for manufacturing high-end motorcycles, which had something in common with Daihatsu in Japan. Today, BMW has become one of the world's leading companies in the luxury car field. The phrase "driving a BMW by Mercedes-Benz" in the name of German Double B (Mercedes-Benz and BMW) is a household name.

As an important member of the international automobile market, BMW is quite active, and its business covers 120 countries around the world. 1997 production1.2000 vehicles. BMW cars mainly include 3, 5, 7 and 8 series cars and two-seater roadsters. At present, BMW is in a prosperous period: Opel and Ford Motor Company buy their 6-cylinder diesel engines; Rolls royce Group not only uses its 12 cylinder engine and electronic equipment, but also uses it to research and produce new aero-engines. 1994, BMW group acquired rover group. 1998, BMW Group buys Rolls-Royce brand; BMW's new plant in South Carolina has also been completed and put into operation, which is the first foreign high-end automobile production plant in the United States.

BMW has always been famous for attaching importance to technological innovation and constantly setting new standards for high-performance and high-end cars. At the same time, Bao attaches great importance to safety and environmental protection. BMW's research on "active safety performance" and "passive safety performance" and its initiative (integrated road safety system) have won the company a reputation.

BMW cars produced by German BMW Motor Company are regarded as models of luxury cars. Popular in Europe and America, fans all over the world have a special liking for it.

Before 1992, BMW was not called BMW in China, but translated as "Bayer". This is because the full name of BMW is "BayerischeMotorenwerkeAG". At that time, although BMW was well-known abroad, Chinese people were still very strange to this car brand. After the Chinese name was changed to BMW, it attracted the attention of consumers and the sales volume gradually expanded. "The name BMW highlights the noble and luxurious temperament of BMW cars, which is integrated with the traditional title of China, and the pronunciation is not much different from BMW." China executives of BMW once explained the origin of the name "BMW".

BMW logo story

BMW-Blue Sky and White Cloud Propeller

The logo of BMW car adopts double rings inside and outside, and the word "BMW" is marked above the double ring, which is the initials of the company's full name.

The blue and white pattern in the middle of the BMW logo represents the blue sky, white clouds and rotating propellers, symbolizing BMW's long history, the company's leading position in aero-engine technology in the past, and the company's consistent purpose and goal: to meet customers' greatest wishes with advanced and exquisite technology and latest concepts in a vast space-time, reflecting the company's vigorous development momentum and ever-changing new look.

Development course of BMW BMW 3 15 PS BMW

Golden twenties BMW 3 15 PS

From Xidi to the first BMW, BMW successfully acquired Eisenach Automobile Factory, which successfully produced Xidi 3/ 15 PS cars from Austin Seven. This car was improved and sold at 1929 under the brand of "BMW 3/ 15 PS DA 2". This brand of cars includes different shapes. Although the car is small, it has infinite charm. BMW cars helped BMW tide over the difficulties during the Great Depression.

BMW BMW 328 is of high quality and elegant appearance.

In New Bogeling, Ernst Henne won the regular 2-litre car race. From 1936 to 1940, BMW won 120 awards, and during this period, BMW only produced 464 cars. Until today, the unique aesthetic charm of BMW 328 is still the first choice in the hearts of many car fans.

Bmw BMW 50 1 BMW 50 1: a symbol of a new starting point.

The spacious four-door car catered to everyone's different expectations, streamlined shape and beautiful figure. This BMW 50 1 car won the reputation of "Baroque Angel" at that time. At that time, the Eisenach factory was still under the control of the Soviet Union, and it was an out-and-out BMW car completely produced in Munich. Starting from 1954, BMW 502 was added to this series, which is the first BMW car with V8 light alloy engine.

Bmw BMW Iseetta "economic miracle" and BMW Iseetta

Critics love BMW V8 four-door cars and sports cars; But BMW's Isetta has won the favor of the public. BMW obtained the license from ISO to produce this 2.29-meter-long tandem car in Italy. The car has 12 or 13 horsepower. In 1950s, * * *160,000 Isetta cars were sold, which became the most popular BMW car of that era, and also marked the post-war German economic revival.

Dream racing BMW 507

The BMW 507 is a very rare high-class sports car, which was designed by Albrecht Goertz in one year and produced 252 cars. Each car is mainly hand-made to meet the specific needs of each customer. Its permanent beauty, fashionable outline, streamlined shape and extended hood ensure that this car is still regarded as the embodiment of dream racing until today.

BMW 1500 new noble

A compact and dynamic car has brought great success to BMW, and BMW 1500 is the first car in a new level. 1963 followed the launch of BMW 1800, which increased the power of 10 horsepower. BMW * * * produces145,000 vehicles. Bmw 2000*** introduced after 1966, producing140,000 vehicles. 1800ti introduced in 1964, and then enjoyed the taste of winning the championship frequently on the track.

The beginning of BMW BMW 5 Series.

A new generation of BMW cars began to be put into production in Munich, which is the BMW 5 Series. Soon after, the production of this series of cars was transferred to a new factory in Ding Gorfin. This series of new cars has won the competition for BMW, with more customers and fans. From the economical 5 18i to the powerful M5, every new car has proved its strength with amazing sales performance.

A wonderful start for BMW BMW 3X: the first BMW 3 Series car.

At first, only a few 3-series cars were produced, and after a period of time, it increased to about 30 cars, including different series from 3 16g to m 3. The 3 Series was a global success-in the next 25 years, BMW * * * sold 7 million cars. Each car is a natural combination of rigorous structure and outstanding performance, and each car can play a unique super function as long as it is willing.

World famous series BMW 7 series cars

BMW 7 Series is an elegant, comfortable and supreme four-door car. Perfect details, the most advanced technology. This is a BMW 7 Series. Since 1977 came out, every new car has vividly interpreted the noble temperament of BMW 7 Series sedan. Today, BMW 7 Series is the most famous luxury car brand in the world.

BMW 12 Cylinder Engine: The King's Achievement

1987 BMW launched two new cars, 750i and 750iL, which caused a sensation all over the world. Germany introduced 12 cylinder engine for the first time in 50 years. The capacity of this engine is 5,379 ml. At first, it was 300 horsepower, but later it was increased to 326 horsepower, and the torque was as high as 490 Newton/meter.

BMW 6 Series

Bmw Z4

BMW Z8 BMW-A New Image of Success

Automobile is a large enterprise, with 16 automobile factories, more than100000 employees, and produces100000 automobiles every year. Through the distribution of marketing companies in 120 countries around the world, BMW has established tens of millions of customer groups, and established its position as one of the largest production and transportation vehicle groups in the world 12, ranking seventh in Europe in terms of output value and fifth in terms of sales volume. The total sales of 1994 was 421000000 marks, an increase of 10. 1% over the previous year.

From 65438 to 0993, the automobile manufacturing industry in most countries was in a brand-new adjustment period. As early as the 1980s, American manufacturers in the automobile kingdom were forced to modify the traditional structure, and Europe and Japan also started similar restructuring during the downturn. In the face of the depressed market, BMW took timely actions to integrate market positioning and improve productivity strategies, bypassing the trough of the automobile market. At that time, BMW was the only automobile manufacturer in Germany that could avoid reducing working hours and create profits, and delivered 534,397 cars, maintaining its position as the most successful high-end luxury car brand in the automobile market. "If you just follow the footsteps of others, then you can't expect to surpass it. This is a famous saying of Pis—chetsider, president of BMW, when expressing the company's philosophy. BMW set up an Asia-Pacific branch in Singapore for the first time 1985. In the 1990s, they seized the opportunity of the adjustment of the international automobile market and the rise of the middle class in Asia, and formulated a series of market strategies, such as increasing sales and market share, making BMW the first brand in the high-end car market. It has penetrated into the Asian market, making the agency network in the existing market more perfect; Take the lead in realizing customers' satisfaction with products and services, and follow this development goal steadily. 1994, in the Asian market, BMW * * * sold 25,000 cars, and the whole market share increased from 1.6% to 2 1%. In the three key markets they set up, the growth rate of 1994 reached 86% and 77% respectively.

In the 1990s, the competition of BMW 7 Series cars presented new features. From the two polarized factors, we can feel an increasingly obvious phenomenon: the trend and form of automobile streamline design produced by different manufacturers are more and more similar. This makes the body shapes more and more similar, and it is also more and more difficult to judge the improvement degree from the appearance of the improved models produced by a manufacturer, which makes the brands of some models more chaotic. Popular car manufacturers have introduced well-designed models, which have penetrated into BMW's market and image demand. Competitors hope to win the market with similar models at lower prices, which leads to more and more competition from Europe and Japan for BMW's lower-priced models.

The traditional high-end luxury cars represented by Pingzhi/Mercedes-Benz, relying on traditional well-known brands and market opportunities, stick to the Asian market, and then create obstacles for the penetration of BMW luxury series. In view of the above reality, BMW sized up the situation and formulated a marketing strategy that was later proved to be very correct. BMW's unique marketing strategy is mainly reflected in its brand positioning, product strategy, pricing strategy and communication strategy.

"Perfect driving tool" is BMW's unique brand positioning. This attraction combines three elements: design, power and technology. Thus, the image of BMW as "distinguished, young and energetic" is established, which is different from the "distinguished, traditional and luxurious" of the traditional brand Pingzhi/Mercedes-Benz. All communication strategies of BMW are based on at least one of them, and the definition of each element takes BMW's customer base into special consideration. Make BMW a "new symbol of success" in Asia. BMW's brand positioning cleverly bypassed its strong competitor Pingzhi/Mercedes-Benz. By distinguishing between the old and the new, BMW can distinguish itself from other brands, attract a new generation of Asian businessmen seeking economic and social success, and make it clear that BMW can meet all the requirements of car owners who care about image and pursue ultimate performance, instead of following the old pace of Pingzhi/Mercedes-Benz in the past.

The elegant product strategy of BMW X5 ultra-long series. There are many kinds of BMW cars, and different series have different grades. From the smaller and more fashionable three-series to the five-series providing safe and comfortable space, to the seven-series station wagon suitable for senior personnel, to the unique and elegant eight-series coupe, all cars have the consistent elegant style, potential power, high-quality workmanship and unparalleled safety standards of BMW cars. Thereby further stabilizing BMW's "successful new image".

Bmw's pricing strategy. BMW's goal is to pursue a successful high-priced policy, which appears at a higher price than other Volkswagen brands. This positioning is based on BMW's excellent products and perfect service characteristics, as well as the value of BMW brand symbol. This price strategy has achieved the following functions: as an indicator of the quality of BMW cars, the price also conveys the information of brand symbol and prestige; Compared with the specificity and uniqueness of competitive brands, consumers' social achievements can be reflected in their lives. From the price point of view, it once again reflects BMW's "successful new image". As mentioned above, BMW's goal for the Asian market is mainly to strengthen BMW's image and give BMW's customers a kind of value: when contacting with customers, always remember to convey BMW's internal strength-innovation, motivation and beauty. Therefore, BMW's communication strategies are closely around BMW's new image. When communicating with potential customers in the luxury car market, BMW first established the strategic goal of communication: successfully positioning the BMW brand among potential car owners; Strengthen the emotional connection between the owner and BMW; Under the overall logo of BMW, the combination of BMW products and services is consistently outlined; Provide detailed information about BMW products. According to the above strategic objectives, BMW has turned this strategy into reality through its own communication channels-advertising, direct selling, project planning, etc.

Today's consumers are surrounded by countless advertisements and commercial information. In order to effectively contact customers, BMW has adopted different communication channels, including advertising, direct sales, project planning and public relations establishment. By combining various channels, BMW can create opportunities for direct contact with customers and convey many different messages. This strategy in turn helps BMW to establish a positive image.

The latest super-long BMW Mini 1, multi-level advertising. With the development of the world more and more like a "global village", it is very important to incorporate the "symbols" presented by BMW into various advertisements. In order to meet this demand, BMW has developed a brand symbol plan in Asia. Today, more and more media have influence beyond national boundaries, so that their information can be consistent. BMW makes full use of unified advertising techniques to establish a complete BMW image. No matter in which market, BMW's advertising task focuses on promoting and supporting BMW's overall image. And through four levels to promote.

The first layer: corporate publicity activities-global promotion and positioning of brands;

The second layer: Asian advertising network-strengthen the superior image of BMW brand and establish its local reputation and position to support the advertising network of BMW brand.

The third layer: national image-building activities-building images in various places, improving brand awareness, further winning short-term interests and supporting brand messages;

The fourth level: the appropriate use of local marketing strategic advertising to stimulate sales, guide and support product positioning. The above four levels of advertising are gradual and accompanied by brand promotion activities. The image of BMW is becoming more and more perfect, and it has achieved the expected effect.

The main purpose of regional brand promotion activities is to enhance the brand and tell people that BMW is a new symbol of success in Asia with its clear positioning. In the first stage of publicity activities, it mainly tells consumers that BMW ranks first in the luxury car market, and at the same time expounds BMW's achievements and successful experience. In the second stage of the publicity campaign, BMW adopted the Seventh Series as its main product to prove that BMW is a leader in the top automobile market in terms of automobile design, safety, comfort and taking care of customers' needs.

2. Direct selling. The fact that direct selling is becoming more and more important all over the world has been recognized. In some countries, the expenditure of this more personalized mode of communication has reached half of all publicity expenses. BMW also attaches great importance to direct sales. Therefore, when planning advertising and sales plans, BMW's direct dialogue with target consumers is becoming more and more important. As a unique, personalized and technologically advanced brand, BMW is not aimed at the Volkswagen market. With the rapid development of the Asian market, BMW must understand the influence of the changing environment on the communication mode of its customer base. Therefore, BMW adopts a carefully selected personalized way to convey information to consumers in an appropriate and effective way, which is BMW's direct sales plan. The plan is based on various trends in consumers, products, markets and communication.

The design of BMW sports car takes communication as an example. Due to more and more serious information pollution, especially advertising, more and more TV stations and newspapers and magazines make it more and more difficult to communicate with targeted customers. In this case, the two main goals of Asian direct selling are more obvious: on the one hand, we must be able to face clear target customers, on the other hand, we must be able to successfully convey information to target customers. However, it is difficult to use traditional advertisements in this respect. Therefore, only direct selling best meets this demand. At the same time, direct selling also has the following functions: making BMW a successful enterprise closest to customers and showing its commitment to BMW owners or drivers; Establish a certain relationship with BMW customers through structured interviews, and communicate all BMW services: financial situation, sales situation, after-sales service, spare parts configuration, etc. Narrow the gap between the current target customers' desire for information and regard the main customers as BMW's "brand ambassadors"; Using the information of existing BMW customers to develop internal management information system.

3. Project planning. The increasingly fierce competition for potential customers and the negative impact of "communication pollution" make direct communication with customers very important. Because it will create opportunities for BMW. In order to achieve this goal, BMW has successfully planned two promotional activities, reaching the goal of directly contacting the target customers and striving for potential customers. 1. BMW International Gold Cup: This activity is of great help to direct communication between BMW and important target customers. This is the largest amateur golf tournament at present, with 60,000 participants and held in more than 20 countries. Make BMW stand out in the hearts of target customers. At the same time, it works closely with other communication projects, and its role focuses on the following aspects: (1) to convey some information that other communication methods can not express so intensively; Golf shouted out the voice of the target customers; Provide opportunities for direct communication with target customers; Golf brokers set up a bridge between owners and potential customers. This activity provides the following opportunities: helping customers make purchase decisions; Keep in touch; Improve brand loyalty; Enable customers to bring the image of BMW and agents into the trend; Support the planning being prepared; And play the role of public relations.

The second is the BMW car appreciation tour. This is another masterpiece of BMW marketing planning. With the intensification of competition, the communication mode of potential customers is necessarily different from other brands and must be arranged in a specific environment. Therefore, the main purpose of BMW car appreciation tour is to bring BMW's world to the target customers. This project is very exciting, because the BMW cars on display reflect the basic characteristics, motivation, innovation and beauty of the brand. Therefore, through this activity, BMW flexibly brings the experience and consciousness of its leading group to the target customers. This promotion of BMW has strengthened the relationship between potential customers, existing customers and trend leaders; Communicate with potential customers who are difficult to communicate in other occasions; Communicate the characteristics of brands and products; Bring the impression of customers' products to the trend; Strengthen and affirm the brand image; And introduce or provide some typical cars. In addition, BMW has also carried out some special project planning for some specially targeted customers: for example, it meets with some major journalists regularly every month; Discuss the function of the car with some media representatives; Try seven series of BMW with special target customers, and importers offer some social and cultural activities on their own initiative; Sponsor some existing and fixed activities, such as sports, social activities, culture, etc.

"BMW equals image, mechanical strength and performance". BMW represents real assets, competitiveness and rich profits in the future. Today, BMW's success benefits from its strategic management, superior position and reputation.

BMW is in China

BMW, a mini concept car, is committed to promoting the development of high-tech applications in China's automobile industry. 1In April 1994, BMW set up a representative office in Chaoyang District, Beijing.

On March 27th, 2003, BMW Group and Brilliance China Automobile Holdings Co., Ltd. held a joint venture contract signing ceremony in the Great Hall of the People. According to the contract, BMW Group and Brilliance Auto will form a joint venture to produce and sell BMW cars, and its production plant will be located in Shenyang, the capital of Liaoning Province.

BMW Group and its China partners each hold 50% of the equity of the joint venture company. By 2005, the project investment will reach 450 million euros (about 4 billion yuan). In the middle of the project, the joint venture will create about 3000 jobs. The local supplier system is gradually developing, and the localization rate of the first batch of products will reach about 40%. With the increase of output, the agent network will also develop gradually.

The BMW Group believes that this joint venture project is a new milestone in the process of internationalization. Based on the company's active market policy, BMW Group is constantly strengthening its global business foundation and strategically entering new market areas, especially the fast-growing Asian market.

The joint venture company in China is a powerful cornerstone for BMW Group to increase its production and sales network in Asia, which embodies the consistent Asian strategy of BMW Group. In the next five years, BMW Group plans to increase the annual sales volume in the Asian market from about 80,000 vehicles at present to about 6.5438+0.5 million vehicles.