Car Brand

BMW: the most admired car brand in the world

BMW is one of the best-known brands in the world. The famous blue and white roundel symbol is clear proof that the owner is driving a prestige car (or motorbike). The symbol also identifies the brand as delivering the finest design, technology, engineering and quality available in motoring today. [Brand Essence] Helmut Panke, former BMW chairman: ”The BMW brands stand for a promise of fascinating individual automobiles – a promise we do and will keep”. Part of this pledge and key to the brand inside the company is: “Never build a boring BMW”. “This message has huge resonance. It is simple, yet it brings together everyone on our mission,” says Panke. Twenty years ago, BMW expressed its core identity in the US and UK in the slogan ‘BMW – the ultimate driving machine’. This is exactly how drivers of the brand sum up their automotive experience to researchers. Globally, the brand now positions itself with the pay-off: ‘The Joy of Driving‘. A considerable part of BMW’s success is attributable to its focus on the design of [Brand Roots] BMW’s formula for success is as simple as it is great: four doors, room for five, a sporty engine, fine handling, neat styling and high-speed autobahn/motorway capabilities. Of course, this is underpinned by its company-wide drive for high quality. BMW’s history dates back to the early 20th century as a maker of bicycles, motorcycles and aircraft engines. BMW formally recognises its birthday as 7 March 1916 when the Bayerische Flugzeug Werke (Bavarian Aircraft Factory) was founded, followed in 1917 by the foundation of the Bayerische Motoren Werke. In the early 1920s, BMW successfully launched its line of motorcycles with which it won hundreds of races, giving the brand recognition of engineering excellence and a sporting heritage. In 1922, BFW acquired BMW and in 1934 BMW Flug Motorenbau was established. [Brand Values] [Brand Identity] Quality, technology, performance and exclusivity are the...