What is the reason for BMW’s success?

Introduction to BMW

Compared with some big brothers in the car industry such as Fiat, Ford, Renault, Rolls-Royce, etc., BMW appears to be a very young car manufacturer. But in the 1930s it built some of the world's finest sports cars and limousines, and it recovered from the devastation of World War II and the financial recession of the 1950s. In the early 1970s, it once again became one of the protagonists in the world's high-performance and luxury sedan markets, and continues to this day. The full name of BMW is the Bavarian Automobile Works. It was registered in March 1916 by a company that manufactured aircraft engines. The company's first successful product was an inline six-cylinder engine designed by Fitz, which was installed in German fighter planes during World War I. German ace pilot Ernst Udet attributed a large part of their success to BMW engines.

Development History of the BMW Group

BMW, the full name of Bayerische Motoren Werke AG (German: Bayerische Motoren Werke AG), is a world-renowned German high-end automobile and motorcycle company. Manufacturer, headquartered in Munich. BMW was often called "BMW" in mainland China, Hong Kong and Taiwan in the early years. The history of BMW began in 1916. The company was originally an aircraft engine manufacturer. It was still a limited liability company in 1917. In 1918, it was renamed Bavarian Engine Manufacturing AG and went public.

BMW is the abbreviation of Bayerische Motoren Werke. In the start-up stage, the company mainly focused on 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. But the current BMW president corrected that people always think that the blue and white logo is a propeller. In fact, it should be. BMW is headquartered in Munich, the German state of Bavaria. The state flag of Bavaria is blue and white, and BMW’s name is Bavaria Engine Company, BMW represents Bavaria and the most exquisite engine technology in Germany.

In 1923, the first BMW motorcycle came out. 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.

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 high. 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, and 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.

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

As one of the three major German luxury brands, BMW not only occupies a high market share and popularity in the domestic new car market, but also launches branded second-hand car services in the second-hand car field - BMW "Premium Selection", BMW Prestige Used Cars is a globally unified used car certification project launched by the BMW Group among global luxury brands in 2003. In December 2005, BMW launched the BMW Select used car certification project in China. Currently, there are 40 BMW authorized dealers across the country providing this service. BMW currently has the 1 Series, 3 Series, 5 Series, and 7 Series as sedans, the 6 Series as a two-door four-seat sports car, the X1, X3, and X5 as SUVs, the M Series as a high-performance version, the Z Series as a two-door two-seat sports car, and the X6 It is a crossover model that was born on the platform of the BMW 6 Series and transformed into a sports SUV. However, the unique appearance of the X6 hatchback made BMW designers say coupelike when evaluating the appearance of the BMW X6. Yes, BMW The X6 can indeed be called a sports sedan. X Drive is a full-time four-wheel drive system developed by BMW with patented technical equipment and adaptive functions. ...

What is the production method and management model of BMW Motor Company?

BMW’s secrets

In the survey of China’s most valuable brands, BMW ranks first for the third consecutive year. In terms of sales volume, BMW is not the largest company. Toyota, General Motors, Ford and even Volkswagen have more sales than it. But in terms of operating profit EBIT (earnings before interest and tax), BMW is comparable to Toyota. How does the BMW brand command such a high premium? For this purpose, the reporter interviewed Kong Ande, chief representative of BMW Beijing Representative Office.

Author: Li Quanwei

Car manufacturers can be divided into three categories: high-volume production companies, companies that produce high-end cars as well as high-volume production, and companies that only produce high-end cars. . BMW undoubtedly belongs to the last category. In its various market segments, including 1 series to 7 series, sports cars, SUVs and other models, BMW is the most high-end brand. According to BMW, if the models produced are high-end, the brand will be clearer and there will be no risk of dilution. Such companies can maintain a lead in terms of profit margins. BMW believes that the growth of automobile sales is not the highest goal of corporate development, but profitability is the most important. Over the past decade, BMW's sales have tripled and profits have increased fivefold.

BMW currently has three brands, BMW, MINI and Rolls-Royce, each of which has a different meaning. BMW is driving pleasure, MINI is the world's richest premium small car brand, and Rolls-Royce is the ultimate luxury sedan. In people's minds, talking about BMW basically means BMW. Andreas Kunz, chief representative of BMW Beijing Representative Office, said that the core of the BMW brand is fun, including the fun of driving, the fun of the process, the fun of beautiful things, the fun of life, the fun of success and The joy of ownership. These fun together create BMW's brand mark. If you ask a person to tell his first impression of BMW, he will probably blurt out the sentence "drive a BMW, ride a Mercedes-Benz". This shows that the brand connotation that BMW prays to the public and the brand image in the public's mind have been merged. For one.

Of course, a brand that is deeply rooted in the hearts of the people must have gone through many years of hard work. BMW mainly has four basic factors in brand management: focus, emotional charm, innovation and consistency. Kong Ande said: "Our experience is that if these four aspects are done well, brand management will be successful."

One focus is reflected in the fact that the BMW brand has a clear brand positioning. For example, BMW is dynamic. (corresponding to the BMW 5 Series), elegant (corresponding to the 7 Series) and challenging (corresponding to the 3 Series). Specifically, the brand must be clear, differentiated from other competitors, authentic, traditional, artistic and valuable.

To form BMW's clear brand identity, BMW has a sophisticated approach. Whenever a new model is designed, BMW considers 250 options and compares each of these options with its competitors. According to the degree of comparison, it is divided into very different, medium and unimportant differences.

For example, in terms of "acceleration performance", "engine sound", "driving controllability", "appearance design" and other items, it must be very different from competitors; in terms of "fuel economy", "luggage size" and other items The difference is moderate; the difference is not significant in the "Enter Vehicle" category. Combining these 250 items, the brand characteristics of the new car can be clearly described, reflecting what makes BMW different from other brands.

In the history of BMW, many new car plans (even those that can make quick profits) have been rejected because they are not in line with BMW's brand characteristics. More than ten years ago, many car manufacturers were keen on producing multi-functional sports vehicles (SUVs), and some BMW fans proposed to BMW to produce BMW SUVs. The company's decision-makers knew that there was definitely money to be made by producing SUVs at that time, but they did not start immediately. Why? Because SUVs focus on off-roading, have a heavy body, and have a square appearance, among the 250 inspection items, they cannot reflect the unique characteristics of BMW in terms of core aspects such as handling and appearance, cannot reflect the driving pleasure, and are not in line with BMW's desire to conquer the world with control. brand characteristics, so the plan to produce an SUV was abandoned. BMW Chairman and CEO Helmut Panke once said that the most important thing is to know what not to do.

Does not produce SUVs...

"BMW" corporate culture

BMW's corporate culture BMW is based on the global market, and the company is based on the market Carrying out all activities as the center, BMW's corporate culture fully reflects its market-oriented characteristics. BMW's corporate culture can be summarized in the following aspects: (1) The business philosophy of "production follows the market" The construction of BMW's global production network follows the business philosophy of "production follows the market". The company establishes a production network based on local market conditions, and at the same time follows market demand in production management and adopts flexible management. In terms of production at BMW, just like employees cooperate with each other in a team manner, within BMW, each factory conducts a lot of collaboration within a unique production system. At the same time, the company adopts a flexible management method. Each factory flexibly allocates personnel according to different production models, and is famous for its flexible working hours and flexible logistics management. Accordingly, BMW's highly coordinated production network can not only efficiently manage the very complex technological processes in automobile production, but also respond quickly to changes in demand for a certain model. (2) Personnel philosophy that focuses on the sustainable development of people. BMW regards the sustainable development of employees as the main factor in corporate success. At the same time, it also regards it as an important guarantee for leading the world and integrates this concept into in the company’s business philosophy. Thanks to BMW's future-oriented personnel policies, employee performance has been improved and the company's efficiency has been improved without reducing labor costs. The eight principles of BMW's personnel policy embody this policy and implement it in daily work: 1. Respect each other and treat differences with a positive attitude; 2. A way of thinking that transcends national and cultural boundaries; 3. Work performance is the basis of compensation; 4. The results of teamwork are greater than the sum of individual work; 5. Ensure attractive job positions for loyal and responsible employees; 6. There is no doubt about respecting the human rights of employees; 7. Treating suppliers and business partners with social standards is the basic principle of doing business; 8. Generous employee benefits and a strong sense of social responsibility. (3) Social Role Positioning As a global enterprise, its success can no longer be measured solely by profitability and sales figures. Global companies must effectively assume environmental protection, employee welfare and other social responsibilities. Only in this way can they ensure continued business success. For many years, BMW has always implemented the principle of sustainable development into the company's business activities, paying equal attention to factors such as economic development, ecological protection and social impact. Core elements of BMW's sustainability strategy include providing employees with high standards of social treatment, producing environmentally friendly products and protecting the environment during production, as well as road traffic management.

BMW implements a sustainable development strategy in its business activities, which is reflected in a wide range of different aspects: 1. The Future of Personal Mobility In order to ensure "sustainable mobility", BMW has made unremitting efforts and has made many pioneering contributions. For example, in addition to developing intelligent and ecological traffic management systems for heavy-traffic urban areas, BMW has also Committed to developing alternative powertrains. In this regard, BMW's focus is on "clean energy": liquid hydrogen is obtained from other renewable energy sources through electrolysis and used as a clean fuel to drive cars in the future. 2. Environmental protection Environmental protection is an important part of BMW's sustainable development strategy, which runs through all efforts to optimize products and production processes. When it comes to assessing the environmental impact of its products, BMW's priority and focus is on reducing the fuel consumption of its vehicles. In addition, special emphasis is placed on product development with sustainable characteristics, and factors such as environmental protection and recycling are fully considered at the beginning of product development. In terms of production processes, each of BMW's production plants has passed the international environmental management system ISO 14001 certification and has been audited by the European Environmental Protection Agency (EMAS) in applicable areas. Therefore, the BMW Group is the first and so far the only automobile manufacturer to adopt international standard environmental management systems in all its factories around the world and comply with local environmental protection requirements. 3． Corporate citizenship and commitment to society. BMW's motto is to take responsibility. Therefore, BMW pays special attention to a series of social issues, including traffic safety, mutual understanding and learning of different cultures between countries, public education, and higher education. Funding for quality talents, etc. In addition, BMW is committed to building community relationships of mutual understanding and trust in the regions where each production plant is located. BMW selected the above content in compliance with its own corporate culture and corporate goals. This applies to all subsidiaries of BMW, because...

Why does China call "BMW" cars "BMW"?

Introduction to BMW China Co., Ltd.

The long history of the BMW Group began in 1916 and is headquartered in Munich, Germany. It has 22 production and assembly plants in 12 countries around the world, with employees The total number reached 106,000. As the most successful and most profitable manufacturer of high-end automobiles and motorcycles in the world today, the BMW Group has set new sales records for several years. In 2004, the BMW Group's car sales reached 1,208,732 units, of which BMW sales exceeded 1 million units (1,023,583 units) for the first time. BMW Motorrad sales exceeded 92,000 units. In 2004, the group's total revenue reached 44.335 billion euros. In the first three quarters of 2005, BMW Group's automobile sales continued to rise globally, reaching 988,463 units.

The origin of BMW

The blue and white pattern in the middle of the BMW logo represents the blue sky, white clouds and the constantly rotating propeller, which symbolizes the long history of the BMW company and symbolizes the company. The company's past leading position in aero-engine technology also symbolizes the company's consistent purpose and goals: to satisfy customers' greatest wishes with advanced and sophisticated technology and the latest concepts in a vast space and time, reflecting the company's vigorous momentum and rapid changes. new look.

The BMW sedan produced by the German BMW Motor Company is known as a model of high-end luxury sedans. It is popular in Europe and the United States, and car fans all over the world have a soft spot for it.

BMW is the German abbreviation of Bavarian Automobile Factory. It was originally a company specializing in engine production and was also famous for manufacturing high-end motorcycles.

And Japan's Daihatsu Corporation There are similarities.

Today, BMW has become one of the world's leading companies in the field of high-end cars.

Germany's double B (Benz and BMW) is famous all over the world. The saying "ride a Mercedes-Benz and drive a BMW" is a household name.

Karl Rapp and Max Fritz founded the Bayer Aircraft Company in Munich; in 1917, the company was changed to the Bayer Engine Co., Ltd., which is the abbreviation of the Bayer Company (BMW) Origin; In 1918, the company was changed to its current name - BMW Motor Company. "BMW" was once translated as Bayer. Since BMW started its business by producing aircraft engines, the blue in the trademark represents the sky and the white represents the propeller. This is the first major feature of the "BMW" trademark; the second major feature is the radiator of the "BMW" car ( The two metal square frame air intake grilles in the middle of the car nose). BMW is the abbreviation of the company's full name "Bayerische Motorenwerke AG".

The history of BMW began in 1916. The company was originally an aircraft engine manufacturer. It was still a limited liability company in 1917. In 1918, it was renamed Bavarian Engine Manufacturing AG and went public. BMW is the abbreviation of Bayerische Motoren Werke.

In the start-up 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.

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.

Why are Mercedes-Benz and BMW so famous?

Produced by Daimler-Benz Cars in Germany, Mercedes-Benz is the oldest manufacturer in the world and a manufacturer with a consistent business style. From 1926 to the present, the company does not pursue the expansion of automobile production, but only pursues the production of high-quality, high-performance high-level automobile products. Among the world's top ten automobile companies, Mercedes-Benz has the smallest output, with less than 1 million vehicles, but its profits and sales rank among the top five. Mercedes-Benz's lowest-level cars are priced at more than 15,000 US dollars, while luxury cars are more than 100,000 US dollars, and intermediate models are also around 40,000 US dollars. In the Hong Kong market, a Mercedes-Benz 500SL car sells for up to HK$1.65 million. Mercedes-Benz has a wide variety of trucks, special-purpose vehicles, and buses. There are more than 110 basic models of trucks alone. Mercedes-Benz is also the largest heavy-duty vehicle manufacturer in the world. Its all-wheel drive 3850AS truck has a maximum power of 368 kilowatts, with a towing capacity of 220 tons. In 1984, the new 6.5-ton to 11-ton truck launched by Mercedes-Benz on the market adopted air brakes, servo steering, and electronic anti-brake locking devices, which shocked major truck companies. . Mercedes-Benz has 6 subsidiaries in China and 23 subsidiaries abroad. It has liaison offices, sales points and assembly plants all over the world. In the 1980s, Mercedes-Benz cooperated with China North Industries Corporation to transfer Mercedes-Benz heavy-duty vehicle production technology to China. Now, Norinco has put into mass production. Mercedes-Benz is headquartered in Stuttgart, Germany, with a total of 185,000 employees. Annual output of 600,000 cars. New car products include four series: Mercedes-Benz W124, Mercedes-Benz R129 and Mercedes-Benz W126. Among them, the 560SEC of the W126 series and the 500SL of the R129 series are very popular ultra-luxury cars.

In June 1909, Daimler applied to register the three-pointed star as the logo of the car, symbolizing mechanization on land, water and air. In 1916, a circle was added around it, with four small stars inlaid above the circle and the words "Mercedes" below. "Mercedes" means happiness, which means that the cars produced by Daimler will bring happiness to their owners.

BMW is a world-famous automobile company and is also considered the leader in the high-end automobile production industry. BMW was founded in 1916 and is headquartered in Munich. Over the past 80 years, it has developed from an original aircraft engine production plant to today's enterprise group that mainly produces high-end cars and produces world-renowned aircraft engines, off-road vehicles and motorcycles, ranking among the top 20 automobile companies in the world. BMW is also translated as "Bail". The full name of BMW is "Bayerische Motoren Werhe AG", and BMW is the abbreviation of these three words. The blue and white pattern in the middle of the BMW logo represents the blue sky, white clouds and the constantly rotating propeller, symbolizing the company's long history, symbolizing the company's past leadership in aerospace engine technology, and symbolizing the company's consistent purpose and goals. : In a vast space and time, we use advanced and exquisite technology and the latest concepts to satisfy customers' greatest wishes, reflecting the company's vigorous momentum and ever-changing new look.

The establishment time of the BMW Group

The history of BMW began in 1916. The company was originally an aircraft engine manufacturer. In 1917, it was still a limited liability company. In 1918, it was renamed Bavaria Engine. Manufacturing joint-stock company and listed on the market.

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 the market segments from small cars to top-end luxury cars, making the BMW Group the only manufacturer in the world that focuses on high-end 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.

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

What is the predecessor of BMW?

BMW is the abbreviation of the company's full name "Bayerische Motoren werkeAG". "BMW" adopts the graphic of double circles inside and outside, and the trademark "BMW" is marked above the double circles. The entire trademark is like the blue sky, white clouds and non-stop propellers, which symbolizes BMW's long history. It not only symbolizes the company's past leadership in aero-engine technology, but also symbolizes the company's consistent purpose and goal: to travel in the vast space and time. , using the latest science and technology and the most advanced concepts to meet the greatest wishes of customers, reflecting the company's vigorous spirit and ever-changing new look.

In March 1916, engineers Karl Rapp and Max Fritz founded the Bayer Aircraft Company in Munich; in 1917, the company was renamed Bayer Engine Co., Ltd., which was Bayer Aircraft Company. The origin of the company's abbreviation (BMW); in 1917, the company was changed to its current name - BMW.

But why is it called BMW? It is probably difficult to verify how it was called. However, according to the New Culture Movement, which advocated the principle of "faithfulness and elegance" in translation, it is probably derived from the pronunciation of the abbreviation BMW. BMW is pronounced directly according to the English pronunciation habit, which is basically like this sound. How good it is to call it BMW. A good horse, a good general gets a BMW, and BMW gives a gift to the hero. It not only fits the role of the car, reflects the quality of the car, but also conforms to the intuitive name. The pronunciation of , the translator is really a genius.

BMW’s predecessor was an aircraft factory. They were established on March 7, 1916. They were initially famous for manufacturing streamlined biplane reconnaissance aircraft. The company’s name was BFW (Bayerische FlugZeug-Worke). ), "Bavaria Aircraft Factory", the company's founder is Gustan Otto, whose father is the famous inventor of the four-stroke internal combustion engine.

Gistan's high achievements in aviation made him have great ambitions to build cars. His later decision wrote a glorious page in the history of cars, which was inspired by the influence of thousands of cars today. I am a fan of the beloved German BMW car manufacturer

Trouble-entrepreneurial problem: seniors with individual experience please come in ~ (the best one who has been to Urumqi, Xinjiang)

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