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BMW Charts Course for Continued Premium Success


By:

26. March 2014

When Dr. Norbert Reithofer, chairman of the Board of Management of BMW AG, made his presentation regarding the company’s financials, he was able to announce good news right across the board.

BMW Reithofer

Reithofer observed, “Our business model is clear: Individual mobility in the premium segment. Cars are incredible products, because they benefit people in their daily lives and they reach out and speak to their emotions. More than 76 million cars were sold worldwide in 2013. The global automotive market will continue to grow in 2014.

“And the BMW Group was the Number 1 choice for customers in the premium segment around the world.

“This is proof that we deliver on our brand promise – whether it be BMW, MINI and Rolls-Royce. This is why the BMW Group has held the lead in the premium segment for about a decade now.”

Statistically, in 2013 it went like this:

· BMW Group: +6.4%

· BMW brand: +7.5%

· MINI: +1.2%

· Rolls-Royce: +1.5%

· BMW Motorrad: +8.3%

And there is more to come from the company within 2014.

Vehicles Reithofer cited (in addition to the i8 he has next to him on stage):

2 Series Coupe:

BMW 2 Series Coupe

4 Series Convertible:

BMW 4 Series Convertible

4 Series Grand Coupe:

BMW 4 Series Grand Coupe

X3:

BMW X3

X4:

BMW X4

M3 Sedan:

BMW M3 Sedan

M4 Coupe:

BMW M4 Coupe

MINI Cooper S:

MINI Cooper S

MINI Clubman Concept:

MINI Clubman Concept

Rolls-Royce Ghost Series II:

Ghost Series II

One interesting aspect of Reithofer’s vision for the future. Looking forward to 2020, there is a focus not just on building cars, crossovers and motorcycles, but providing vehicle-sharing and digital connectivity, too. In his words the objective is: “To be the leading provider of premium products and premium services for individual mobility.”

Manufacturing cars is one thing. But offering mobility-related services seems to be another that while not as important, something certainly not to be overlooked.

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