Introduction: BMW is German company and stands for Bavarian Motor Works. The headquarters of BMW is in Munich, the company was founded in 1916. BMW specializes in producing automobiles and motorcycles since 1923.
BMW expanded around the world where they produces motorcycles and automobiles in many countries around the worlds such as Germany, US, China India also in South Africa. In 2015, BMW has achieved to be the world’s twelfth largest producer of motor vehicles, with over two million vehicles produced. In addition, Automobiles are marketed under the brands BMW with sub-brands BMW More performance models, Mini and Rolls-Royce. Motorcycles are marketed under the brand BMW Motorrad. (BMW Group, 2017) BMW Brief History: In 1916 BMW was founded in Germany. In the beginning, BMW started in producing aircraft engine and after several years in 1923 BMW release their first motorcycle and after that they started to produce motorcycles and five years later, in 1928, BMW started produce automobiles. Furthermore, in 1965, BMW officially stopped producing aircraft engines and decided to focus on producing However, BMW got over this difficulties and continued their business.
In addition, in 1998 BMW was able to obtain the brand and naming right for Rolls Royce motor cars and by 2002 BMW had the full responsibility for Rolls Royce Motor cars after was held by Volkswagen. Moreover, BMW established new car named it MINI cooper which was one of company’s category to target middle class customers since most of their product for high class customer . By 2013, BMW released their first electric car, with beneficial features which assists BMW differentiation from their competitors. (BMW Group, 2017) Growth and Development: BMW has been focusing on innovation and sustainability for the past five years and has created BMW 2020 strategy which aims to become the world’s leading provider of premium products and premium services for individual mobility to make the company more integrated, differentiated and global. (Edward Taylor, 2017) Sustainability is about shaping the future of the BMW. In 2016, the company celebrated its 100th centenary. This important milestone provided a unique opportunity for BMW to look to the future and to present our ideas for the mobility of tomorrow.
Here is the statistics that shows BMW ‘s global automobiles sales among the ten years starting from 2006 to 2016. Is shown in the graph that in 2015 that BMW shipped over than 2.25 million vehicles globally. The major brands of BMW (Vehicle and motorcycles), MINI and Rolls Royce. BMW is globally ranked among the leading automobile manufacturers.