Corporate Entrepreneurship at BMW

BMW. The Ultimate Driving Machine. The slogan pretty much speaks for itself and later on in the essay, you will know why. “We don’t make sports cars. We don’t make S.U.V.’s. We don’t make hybrids, and we don’t make luxury sedans. We only make one thing, the ultimate driving machine.”
Germany has a long history of motoring excellence, with their top rank as
BMW; powerful, yet refined. Vehicles designed for people who demand the best. Luxury cars, high performance cars, well-crafted cars; these are the compliments given to Bavarian Motor Works, Bayerische Motoren Werke, or
BMW. They have always thrived to maintain their reputation as the makers of exciting machines meant to be driven. BMW is a company that continues to progress by creating the most distinguished vehicles ever. It is a company that believes in evolution, keeping the past in mind.
Through the 1980s and early 1990s, BMW had been one of the world 's most innovative marketers of luxury goods. The company began in the early 1900s in Munich as an aircraft manufacturer. Even its logo was designed in a way to reflect its beginnings; white propeller blades against a blue sky. BMW can trace its roots back to Karl Rapp and Gustav Otto (George Garza, 2005)
(NEAL E. BOUDET, 2005)
It was not until 1928 that production began on the first BMW automobile; the
Dixi. This car was a huge accomplishment as the press called it “the best small car in the market.” From producing kitchen utensils in 1945, the first vehicle to take the road after that time was a R24 motorcycle, which was a huge success. By 1951, the first post war automobile (the 501) was made. It was not a commercial success but it nonetheless restored BMW’s status as a manufacturer of high quality and technically exciting car. BMW remained independent till 1959 and as the 1950s progressed, the position of the company became increasingly precarious (unique car and parts, 2002) (BMW
Group, 2000)
There has always been heat between

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