2. BMW (Bayerische Motoren Werke)
Bayerische MotorenWerke AG (BMW), (English:
Bavarian MotorWorks) is a German automobile,
motorcycle and engine manufacturing company .
BMW was originally founded in 1916, by Franz Josef
Its current tagline has changed from
“The Ultimate Driving machine”
to “Sheer Driving Pleasure” &
“BMW- Joy of Driving”
3. History of BMW
After WorldWar I, BMW was forced to cease aircraft (engine)
production by the terms of theVersaillesArmisticeTreaty.The
company consequently shifted to motorcycle production in 1923
once the restrictions of the treaty started to be lifted,followed by
automobiles in 1928-29.
The circular blue and white BMW logo or roundel
is portrayed by BMW as the movement of an aircraft
propeller, to signify the white blades cutting through
the blue sky.
4. BMW (Bayerische Motoren Werke)
The pioneer brand within the BMW Group,
contains the car brands:
Rolls-Royce Motor Cars
6. BMW: the most admired car brand in
BMW is one of the best-known brands in
the world.The famous blue and white
roundel symbol is clear proof that the
owner is driving a prestige car (or
motorbike).The symbol also identifies the
brand as delivering the finest design,
technology, engineering and quality
available in motoring today.
7. BMW: Brand Essence
As per Helmut Panke, former BMW chairman: ”The BMW
brands stand for a promise of fascinating individual
automobiles – a promise we do and will keep”. Part of this
pledge and key to the brand inside the company is:
“Never build a boring BMW”.
Twenty years ago, BMW expressed its core identity in the
US and UK in the slogan ‘BMW – the ultimate driving
machine’.This is exactly how drivers of the brand sum up
their automotive experience to researchers. Globally, the
brand now positions itself with the pay-off: ‘The Joy of
8. BMW: Brand Identity
In 1928, BMW licensed the Austin Seven from the British
car manufacturer, which it renamed BMW 3/15. In 1933,
the blue, white and black BMW spinning propeller
roundel logo appeared on the grille and a six-cylinder
model with the twin-kidney front grill was introduced – a
feature and point of recognition for every BMW car on
the road today.
9. BMW: Brand Experience
BMW believes strongly in the importance of product consistency.
A considerable part of BMW’s success is attributable to its focus on
the design of both its products and its corporate and brand design.
Chris Bangle, Design Director, oversees 220 artists at BMW: “We
don’t make automobiles as utilitarian machines that you use to get
from pointA to point B.We make ‘cars’, moving works of art that
express the drivers’ love of quality”.
The brand styling is carefully incorporated in the entire spectrum of
dealer and customer materials - collateral, showroom interior and
exterior, design tradeshow environments and manufacturing
10. BMW: Brand Values
Quality, technology, performance and exclusivity are the BMW
brand’s core values. Research and development are ascribed high
priority within the company, spending a far greater percentage of
profits on R&D than any other automobile maker. Its R&D centre in
Munich employs 5,000 engineers and designers. From this
technological focus, BMW develops automobiles with a highly
For BMW, performance is more than just the ability to accelerate
quickly and take corners at speed – it is a balanced harmony
between beautifully designed and crafted working parts.