Why is the Automotive Producer BMW AG so successful? A Casestudy

Abstract This project deals with the fact that automotive and motorcycle producer BMW is improving its position in an industry that finds itself in a recession. The question that is intended to answer is “Why is the BMW AG so successful?”

A short description of the Group and activities will be given including a short

overview over its history and its current position.

The strength of BMW will be identified involving its products, brand characteristics and its overall management. The arguments will be supported by literature, a small primary research using questionnaires with BMW consumers and an interview with a BMW employee.

To conclude a short summary will be given and the most important factors for BMW’s current success will be identified and weighted.

Acknowledgements

Marie-Laure Gavard-Perret, Dr. James Tannock, Dr. Richard Cobb, Dr. Svetan Ratchev, Dr. Peter Standring, Dr. Norbert Schmitt, Jeanne Duvallet, Nadia, Maria International Office, Dr. Ron Sanderson, my Parents, , Monika Keitl, Simon Hopkins, Bernd Manhart and everybody who took part in my study.

Table of Contents

Title: Why is the automotive producer BMW AG so successful?

1. Introduction 5

1.1 Aims and Objectives 5

2. Description of the Company BMW and its Segments 6

2.1 History 6

2.2 Current Situation including Sales and Strategy 7

3. Strengths of BMW 9

3.1 Products and Product Development of BMW 9

3.1.1 Performance and Handling 10

3.1.2 Design 11

3.1.3 Quality/ Safety 11

3.1.4 Portfolio/ 3 Series 12

3.2 Brand Characteristics of BMW 13

3.2.1 Image 13

3.2.2 Made in 13

3.2.3 Loyalty 14

3.3 Marketing and Management of BMW 15

3.3.1 Customer wants/ Customer Satisfaction 15

3.3.2 Model Policy/ Niches 15

3.3.3 Marketing 16

3.3.4 Management/ HR 16

4. Summary and Conclusion 18

4.1 Weight factors that affect BMW’s success 18

5. References 19

6. Appendix 21

1. Introduction The Bavarian car group BMW is the greatest phenomenon of the new millennium the automotive industry has seen. BMW counts currently to one of the most successful car companies in Europe and worldwide. Although of the overall sales slump especially in the German and the Western European Markets the Group has been able to improve market share and even increase deliveries to their customers in the vehicle, as well as in the motorcycle sector. Further the corporation has a growing workforce and reached a record high by improving their profit of 2004 by 14% to € 2.2 Milliards. 1 It is surprising that BMW can have such a positive development of its performance when the overall industry is in recession and direct competitors, such as producers in Germany and Europe have a hard time generating any kinds of profits.

1.1 Aims and Objectives In this project I aim to identify the factors that are responsible for the current performance of the BMW AG.

I will try to describe the company and its segments, by looking at the BMW’s

history and the current situation. Sales figures will be presented and analysed as well as the corporate strategy.

Then my objective is to identify BMW’s strengths using existing literature, primary research and common sense.

To conclude I hope to be able to weight the factors that affected BMW’s success.

2. Description of the Company BMW and its Segments

BMW is a German passenger cars and motorcycle producer, having its

headquarter in Munich, Bavaria. It owns the brands BMW, Mini and Rolls Royce.

The company is traded on the public share market, with a majority of shares held by Herbert Quandt, a private investor of a traditional German industrial family. 1 The medium sized BMW Group is on 15 th place in the world car production, but counts currently to the most successful and profitable firms in the industry (Appendix1). However looking at BMW’s history, the company also had to deal with difficult times.

2.1 History Karl Friedrich Rapp originally founded the company as an aircraft engine manufacturer in 1913.

In 1916 the company was in financial difficulties and reconstructed under the pressures name BMW, which stands for Bayrische Motoren Werke. In 1927 following a takeover by BMW, the small Dixi became the company’s first car. By 1933 the company was already offering more advanced inline 6 cylinder sports and salon cars.

During World War 2 the factory in Munich was largely destroyed and did not produce a vehicle until 1952.

By 1959 the company was in such financial difficulties that it nearly merged with its biggest competitor Mercedes. This could however be prevented by the support of the rich industrial Herbert Quandt, who made it his objective to refurbish the company. By using his personal contacts and bringing his own

people in crucial positions, such as the Marketing Executive Paul G. Hahnemann, the company was able to become profitable again. 1 In the following years the company developed the model 3, 5 and 7 series, which are maintained in their portfolio in reworked forms.

In 1994 BMW bought the Rover Group from the British Aerospace. The merger was not very successful as BMW found it difficult to reposition the English automaker alongside with its own products. At the beginning of the new millennium BMW sold Range and Land Rover to Ford, and Rover to the Phoenix Consortium for the significant figure of £10. BMW kept the brand Mini and was later able to integrate it well in their portfolio.

Also in 1998 BMW managed to purchase the Rolls-Royce trademark, building a new factory in Goodwood, UK and launching its first vehicle the Phantom at the Detroit Auto show in 2003. 2 This short overview identifies the ups and downs of the company and shows that wise management decisions played an important role in gathering BMW’s success.

2.2 Current Situation including Sales and Strategy At the moment the BMW group is directly employing 104,342 people, having production facilities in Germany, England, the US, South Africa, Mexico, Asia and Egypt (Appendix2). 3 Its sales have reached the company’s record of 1,104,916 passenger cars (BMW 928,151/ Mini 176,465/ Rolls Royce 300) and 92,962 motorcycles worldwide. 4

1 Die Quandts (Rüdiger Jungbluth 2002/ Bastei Lübbe/ Chapter 24)

2 www.wikebedia.org (all the history) 3 BMW Group Annual Report 2003 4 BMW Group Annual Report 2003