To many people, a car is more than just a way of getting from A to B. To them, individual mobility stands for freedom and self-expression. This is precisely the feeling our BMW slogan “Sheer driving pleasure” represents.
This yearbook features three stories, offering examples that highlight the broad spectrum of experiences individuals have with our products.
1. Moments of sheer pleasure
A passion for individual mobility is in our DNA. It is something all BMW Group associates have in common and is found in every one of our vehicles. It is something our customers can feel. And, of course, our customers are our top priority. Only they can decide whether or not to make a purchase. This is why customer focus guides our company.
In our “Moments of sheer pleasure” we captured nine of our customers on camera as they collected their new vehicles. What exactly makes their new BMW, MINI, Rolls-Royce or their motorcycle so fascinating? I invite you to take a look at this yearbook and watch the videos on our website to find out more.
Premium is our customer promise: outstanding products and exceptional quality, progressive design and technical innovations that benefit the customer and the environment. This section also showcases our Efficient Dynamics technology package, which has for years set the industry standard for lower fuel consumption and CO2 emissions combined with high performance. We are motivated by the belief that every customer who drives one of our vehicles home is happy.
Nearly 1.67 million customers chose to buy one of our vehicles in 2011; and more than 113,000 individuals purchased a motorcycle.
On behalf of our associates and partners worldwide, I would like to thank every single one of them for their confidence in our brands.
2. World premiere of the new BMW 3 Series
The BMW 3 Series has been crucial in shaping the reputation of the BMW brand. The first BMW 3 Series rolled off the assembly line at the Munich plant in 1975. On October 14, 2011, some 5,000 associates gathered at the same location – together with the Board of Management and the Works Council – to celebrate the world premiere of its sixth generation. It was a moving event for all of us at the BMW Group, as the photos capture.
Over 80 countries are represented at our Munich location. Worldwide, we have associates from 90 different nationalities. It is the BMW spirit that unites us all. We are enthusiastic about our work and keen to contribute our ideas. But, more than anything else, we believe in our products and our company. This is part of our corporate culture. It is what makes us strong and unique. This is BMW.
3. Putting future trends on the roads
To define the mobility of tomorrow, we need to be clear about what our future customers want and what society expects from us.
For this reason, we are mindful of all our stakeholders and maintain an ongoing dialogue with a wide range of groups. We always strive to listen and learn. For example, you can read in this report how we talked to secondary-school students about how they plan to get around in the future. They developed their own unique visions of driving in urban settings, using new drive technologies and multimedia networking.
This is the starting point for the new BMW i family scheduled for launch in late 2013: the BMW i3 and the BMW i8 were designed from the start as pure electric vehicles or plug-in hybrids. At the same time, we are also revolutionising automobile construction through the wide-scale use of new materials such as carbon fibre.
Shaping individual mobility is, and will remain, a unique challenge, especially in times of change. We will respond to this challenge with our hearts, our minds and our passion – to ensure that our customers the world over can continue to experience sheer driving pleasure not only today but also in the future.