Motoren Werhe AG) is the world-famous car company, and Mercedes-Benz car companies, do not pursue the expansion of vehicle production, only the pursuit of the production of high quality, high performance and high-level cars. In addition to technology, security holes have to BMW's innovation also comes down to marketing, Bayerische Motoren Werhe AG) is the world-famous car company, and Mercedes-Benz car companies, do not pursue the expansion of vehicle production, only the pursuit of the production of high quality, high performance and high-level cars. shows the steady-Benz and BMW's bold. only to drive a BMW car, it was stirring to enjoy the magic of charisma.
BMW (bmw) the full name of the Bavarian car manufacturer (bayerische motoren-worke), English is the bavarian motor works. It is a manufacturer of aircraft engines in March 1916 the company registered. The company is the first successful product Fizz designed by the Max line six-cylinder engine, assembled in Germany in the First World War fighter aircraft. German ace Ernst Ude Fred von Duke Special and red Lee Fence them large part due to the success of BMW's German engine.
in the initial stage, the company is committed to the development and production of aircraft engines. BMW's blue and white logo symbolizes the rotation of the propeller, which is the early history of the company portrayal. In 1923 came the first BMW motorcycle. Five years later in 1928, BMW acquired the Eisenach automobile plant and begin production of cars. After many car manufacturers in the history of BMW will be a masterpiece to the market, these products continue to inspire strong feelings and people's desire.
Today, BMW focused on high-end market segments. BMW Group different from all other car companies, BMW, MINI and Rolls-Royce all three brands focus on international automotive market in the most high-end market segments. use of the existing product and market offensive, the company determined to open up new markets in the world to develop new sales opportunities, which in recent years has created a new situation. Now, BMW Group, the company has the broadest product line in history, involving all the international luxury car market segment in the field.
Second, the BMW International in BMW's global
strategy, China has an important position. BMW cars in the eighties of last century began to appear in the Chinese market. April 1994, the BMW Group has set up representative office in Beijing, marking the BMW Group officially entered the China market.
2003, the BMW Group in China's development has entered a new milestone changed from a pure importer manufacturer in the local factories. March 27, 2003, BMW Group and Brilliance China Automotive Holdings Limited Beijing Great Hall of the joint venture contract signing ceremony. According to the contract, the BMW Group and Brilliance China Automotive will jointly set up a production and sales of BMW's joint venture company, its manufacturing plant will be located in Shenyang, capital of Liaoning Province.
BMW Group and its Chinese joint venture partners were holding a 50% stake. By 2005, the project's investment will reach 450 million euros (about 40 billion yuan.) mid-term project, a joint venture will create about 3,000 jobs. local supplier system is gradually developing, the localization rate of the first products will reach 40%. With the improvement of production, dealer network will be gradually developed.
2005, the Chinese mainland has become the BMW Group world's fastest growing market, BMW brand sales reached 23,595, an increase of 52.4% (2004:15480 units), of which 15,300 from the BMW manufacturing (up 76.7%), 8295 for the import of vehicles (21.6%). At the same time , MINI brand sales in 2005 reached 430, an increase of 39%.
Today, the BMW Group's footprint has more than 150 countries around the world, with 22 production bases, research and development of the international network of 34 sales companies, and independent dealer network. The company is headquartered in Munich, Germany. the end of 2004, BMW employs about 10,600 people.
a BMW brand strategy, the three brands, an appeal
best: This is the BMW Group, the common aspirations of all three brands - even though levels of different market segments with different, but equally reliable. in the BMW brand model series in all eight , demands a well-known in image and market positioning, they represent distinctive products; However, in terms of quality, safety and driving pleasure and other aspects of the implementation of high standards will be.
BMW: sentiment car - full of high-tech, innovative and aesthetic : BMW All Series models have these features. BMW brand stands for superior performance characteristics and movement, and subtle expression. its aesthetic form and practical function in the overall integration and unity throughout all the details. Moreover, BMW brand rich strong emotions. After all, the most important vehicle not only technical, but also fun to drive.
MINI: Alternative noble - MINI expressed by the young, urbanization, colorful and unique .
Rolls-Royce (Rolls Royce): the eternal grace and elegance - Rolls-Royce has always been synonymous with extreme luxury. the traditional manual process and the exquisite combination of modern technology, it for a new interpretation. Rolls-Royce brand represents the rich style, elegance and timeless cars.
punk punk brand of nuclear weapons was not considered an punk, slim figure, eyes, God, or even a brave man to attack, for example, shortly after taking office he gave his set a goal - beyond the Mercedes-Benz. Panke is also a good at saying who pushed the brand that is the growth of nuclear power punk. A few years ago, the spirit of the entire organization, from top to bottom through to the company which made everything. said, Garching) a group of nondescript buildings. Here is the BMW far many,UGG shoes, but people still prefer the BMW. M series M Representative Motor (Motor Sports). motorsport history at the BMW has a very important position, it is important that the achievements on the track can indicate the ability of the BMW engineers , to show the performance of their cars and durability under harsh conditions.
In fact, M Department on behalf of not only the specific products, but a spirit of the brand, with punk's words: The real brand management need to understand a brand is a promise, no matter when and where must be observed. If something is inconsistent with the need to ensure these things will not happen. grams seems unmoved, continued to increase and expansion efforts. 20th century, 90 years, as the global car market has entered a new era of market division, the production of luxury cars of BMW's core business began to shrink. punk said, to focus on those high-end luxury car production, and the future direction of development is the low and high 3 models. at different market segments to find the most high-end piece of the. In the past, the BMW is usually a new car each year, but in the punk era, BMW accelerated the frequency of updates. the summer of 2003, BMW launched a new 5 Series. 2004 years, BMW has launched a new 6 Series, 1 Series and the X3 sport utility vehicle.
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