Analysis of BMW brand strategy

Brief introduction of BMW company history

The history of BMW began at 19 16. The company used to be an aircraft engine manufacturer, and 19 17 is also a limited liability company. It was renamed Bavarian Engine Manufacturing Co., Ltd. and listed on 19 18. Bmw is the abbreviation of Bayerische Motoren Werke.

At the beginning, the company mainly devoted itself to the research and 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. 1923, the first BMW motorcycle came out. Five years later, on 1928, BMW acquired Eisenach Automobile Factory and began to produce cars. After that, BMW introduced many masterpieces in the history of automobile manufacturing to the market. These products constantly inspire strong emotions and people's desires, and create BMW's excellent reputation as an automobile manufacturer.

1. 1952-BMW 507 single-row convertible, one of the most elegant models in the world.

1960s-BMW 2002, the most fashionable five-seater car at that time, with sports style.

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

Corporate headquarters in Munich.

Today's BMW Group-Efficient Growth of High-end Brands

At present, BMW Group is the most successful and profitable automobile and motorcycle manufacturer in the world. In 2002, the company successfully sold more than 6,543,800 BMW and mini-cars, and the sales record exceeded/kloc-0,000,000 for the first time. In the motorcycle business, the sales volume exceeded 92,000, reaching a new high. Globally, the total number of employees of BMW Group exceeds 654.38 million+people.

Always based on high-end brands is the foundation of enterprise success. 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 cars, making BMW Group the only manufacturer in the world focusing on high-end cars and motorcycles. High-grade is "added value". All brands under the BMW Group have a clear brand image, and their products have rich product connotations in design aesthetics, dynamic and dynamic performance, technical content and overall quality, so these brands can provide users with real added value. On this basis, BMW Group expects to obtain higher bicycle profit rate, so as to continue to maintain profit growth and ensure the company's independent position in the future.

BMW Group will implement a clear high-end brand strategy for a long time, which will be reflected in a wide range of products and market offensives in the next few years. While paying attention to the uniqueness of each brand, BMW Group will enter new fields by launching new products and promote the company's series of products to more new markets. In this way, the company will enter a new realm:

By 2008, BMW Group will sell about 6.5438+400,000 vehicles, achieving a 40% increase. In the same year, the group's annual sales will exceed 50 billion euros.

The overall goal of BMW Group is to stand on the international market as the most successful high-end automobile and motorcycle manufacturer.