Bmw North America, Inc. White Paper
A BRIEF PARENT HISTORY
The Bavaria-based, international company, BMW AG, had its beginning in 1913, at the dawn of German aviation. Upon seeing limited success supplying "aeroplane" engines for the Austrian Army, BMW explored the motorsport market. The company launched their first motorcycle, the famous R32, and it became the hallmark of German motorcycles for decades to come.
In 1927, BMW produced their first automobile, the tiny "Dixy." By 1933, BMW was producing cars that could be called truly theirs, offering a line of coupes, convertibles, and luxury sedans, which ultimately appealed to the higher end of the automobile market. The Bavarian company would come to export its high-end vehicles all over the world. In 1994, the company sought growth in the United States, and started producing automobiles in Spartanburg, South Carolina.
BMW IN AMERICA
The BMW name has been held in North America by BMW North America, LLC since 1975. The BMW Group in the United States has grown by leaps and bounds Since the 1980 's, BMW has made successful acquisitions of MINIa brand targeted to the lower end of their market, and Rolls-Roycea brand targeted to the higher end of their market.
WHERE IS BMW NOW?
Nationally and internationally, BMW markets its high-end vehicles as "Ultimate Driving Machines." The brand seeks to evoke thoughts and feelings of "power" and "performance." Europeans have widely agreed that the U.S. market is perfect for the brand because of its "snob appeal." BMW 's main competitors in America 's High-End market include Lexus, Mercedes and Audi brand automobile manufacturers.2
BMW has marketed and advertised their vehicles according to this "Ultimate Driving Machine" brand association. BMW takes pride in being popular among driving enthusiaststhose who are adamant about the "fun-factor" of driving a car. To further target this segment, in 2001, BMW teamed with Hollywood producers, directors and big-name actors to produce
The Bavaria-based, international company, BMW AG, had its beginning in 1913, at the dawn of German aviation. Upon seeing limited success supplying "aeroplane" engines for the Austrian Army, BMW explored the motorsport market. The company launched their first motorcycle, the famous R32, and it became the hallmark of German motorcycles for decades to come.
In 1927, BMW produced their first automobile, the tiny "Dixy." By 1933, BMW was producing cars that could be called truly theirs, offering a line of coupes, convertibles, and luxury sedans, which ultimately appealed to the higher end of the automobile market. The Bavarian company would come to export its high-end vehicles all over the world. In 1994, the company sought growth in the United States, and started producing automobiles in Spartanburg, South Carolina.
BMW IN AMERICA
The BMW name has been held in North America by BMW North America, LLC since 1975. The BMW Group in the United States has grown by leaps and bounds Since the 1980 's, BMW has made successful acquisitions of MINIa brand targeted to the lower end of their market, and Rolls-Roycea brand targeted to the higher end of their market.
WHERE IS BMW NOW?
Nationally and internationally, BMW markets its high-end vehicles as "Ultimate Driving Machines." The brand seeks to evoke thoughts and feelings of "power" and "performance." Europeans have widely agreed that the U.S. market is perfect for the brand because of its "snob appeal." BMW 's main competitors in America 's High-End market include Lexus, Mercedes and Audi brand automobile manufacturers.2
BMW has marketed and advertised their vehicles according to this "Ultimate Driving Machine" brand association. BMW takes pride in being popular among driving enthusiaststhose who are adamant about the "fun-factor" of driving a car. To further target this segment, in 2001, BMW teamed with Hollywood producers, directors and big-name actors to produce