About BMW

First established in 1916, BMW made its origin by producing aircraft engines before transitioning to the production of motorcycles in 1923. This is where the iconic blue and white BMW logo was introduced, and since its early beginnings with aircrafts, BMW had a large focus on precise engineering which later shifted to its automobiles and became a key factor of consideration for consumers. A few years later in 1928, BMW began the manufacturing of automobiles which is what they are now predominately known for. Today, BMW's slogan for producing "The Ultimate Driving Machine" established the BMW Group as the world's leading manufacturer of luxury automobiles (BMW History).

BMW first gained its renowned success and name in 1962 with the introduction of the BMW New Class compact sedans (BMW). This was where the brand found its true calling as a leading manufacturer of sport-oriented cars before expanding its range to coupe and luxury sedan models later in the decade. Throughout the century, BMW worked extensively to build up its reputation for producing high-performance luxury vehicles to separate them from the competition. BMW's commitment to engineering and automotive advancement created a legacy with an ingrained mark on the automotive market. The brand's positioning appealed to consumers who viewed cars as more than just a means of transportation but as an immersive and thrilling driving experience. In addition, a key cornerstone of the brand was the unique aesthetics, which differentiated the product's looks and behavior.

This ad for a 1972 BMW Bavaria is a good example of why many consumers would purchase from BMW. BMW was not just a normal luxury vehicle but also placed a large emphasis on the performance and engineering of their vehicles. BMW found its segment of the market for high-performance luxury cars and used this knowledge to target its consumers. The ad emphasizes the elegance and appearance of the car, along with its craftsmanship to deliver a unique driving experience that could not be found anywhere else. Instead of focusing solely on performance like many high horsepower American cars at the time or luxury like other German-built cars, BMW put them both together to create something luxurious without sacrificing performance. At the time, there was no other brand doing this, and people who wanted a comfortable, attractive, and capable vehicle had no better brand to purchase from than BMW. The brand made cars for true enthusiasts, and this is when they began to increase in popularity by closing in on a specific demographic.

Key Facts About the BMW Group

€142,610,000,000 Net Revenue
149,475 Employees
433,792 Electric Vehicles Delivered
2,399,632 Automobiles Delivered
31 Production Locations in 15 Different Countries

Competition for BMW

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