A new image of success: BMW (Bayer Motor Work)
BMW's official website: English
BMW's China website: Chinese
Brief introduction of BMW
BMW is a world-famous automobile enterprise and is also considered as a leader in high-end automobile production. Founded in 1916, BMW is headquartered in Munich. In the past 8 years, it has developed from an initial aircraft engine factory to an enterprise group which is dominated by limousines and produces world-renowned aircraft engines, off-road vehicles and motorcycles, ranking among the top 2 automobile companies in the world. BMW is also translated as "Bayer". The full name of BMW is "Bayer Schemotorenwerhe AG", and BMW is the initials of these three words. It used to be a company specializing in the production of engines, and at the same time it is famous for manufacturing high-grade motorcycles, which has something in common with Daihatsu in Japan. Today, BMW has become one of the world's leading companies in the field of luxury cars. The phrase "Take a Mercedes-Benz and drive a BMW" in the name of German double B(Benz and BMW) is a household name.
as an important member of the international automobile market, BMW is quite active, and its business covers 12 countries all over the world. In 1997, 1.2 million vehicles of various types were produced. BMW cars mainly include 3, 5, 7 and 8 series cars and two-seat convertible sports cars. At present, BMW is in a prosperous period: Opel and Ford Motor Company buy its 6-cylinder diesel engine; Rolls-Royce Group not only uses its 12-cylinder engine and electronic equipment, but also studies and produces new aero-engines with it. In 1994, BMW Group acquired Rover Group. In 1998, BMW Group purchased the Rolls-Royce brand. BMW's new factory in South Carolina has also been completed and put into production, which is the first foreign high-end automobile production plant in the United States.
BMW has always been famous for attaching importance to technological innovation, and constantly sets new standards for high-performance and high-end cars. At the same time, Bao attaches great importance to safety and environmental protection. BMW's research on "active safety performance" and "passive safety performance" and its FIRST (Integrated Road Safety System) have won the company a reputation.
The BMW car produced by German BMW Automobile Company is regarded as a model of luxury car. It is popular in Europe and America, and fans all over the world have a special liking for it.
Before p>1992, BMW was not called BMW in China, but was translated as "Bayer". This is because the full name of BMW is "BayerischeMotorenwerkeAG". At that time, although BMW was well-known abroad, the Chinese were still very strange to this car brand. After the Chinese name was changed to BMW, it attracted consumers' attention and its sales volume gradually expanded. "The name BMW highlights the noble and luxurious temperament of BMW cars, and it is integrated with the traditional title of China, and the pronunciation is not much different from BMW." BMW's China executives once explained the origin of the name "BMW".
BMW company logo story
BMW-blue sky and white clouds propeller
The logo of BMW car uses the inner and outer double circles, and the word "BMW" is marked above the double circle ring, which is the initials of the company's full name.
The blue-and-white pattern in the middle of the BMW logo represents the blue sky, white clouds and the spinning propeller, which symbolizes BMW's long history, the company's leading position in aero-engine technology in the past, and the company's consistent purpose and goal: to meet customers' greatest wishes with advanced exquisite technology and latest concepts in the vast space and time, reflecting the company's vigorous momentum and ever-changing new look.
BMW BMW 315 PS development history
In the golden twenties, BMW 315 PS
From Dixi to the first BMW car, BMW successfully acquired Eisenach automobile factory, that is, the factory that successfully produced Austin Seven's Dixi 3/15ps car. This car was improved and sold as "BMW 3/15 PS DA 2" brand in 1929. The cars of this brand include different shapes. Although the car is small, it has infinite charm. BMW cars helped BMW tide over the difficulties during the Great Depression.
BMW BMW 328 is of the highest quality and elegant appearance.
BMW 328 won the regular 2-liter car race in Nurburgring and Ernst Henne. From 1936 to 194, BMW won 12 awards, and during this period, BMW only produced 464 cars. Until today, the unique aesthetic charm of BMW 328 is still the first choice in the hearts of many car fans.
BMW BMW 51 BMW 51: a symbol of a new starting point
A spacious four-door car, which caters to everyone's different expectations, has a streamlined shape and a beautiful figure. At that time, this BMW 51 car won the reputation of "Baroque Angel". At that time, the Eisenach factory was still under the control of the Soviet Union, which was an out-and-out BMW car completely produced in Munich. Since 1954, BMW 52 has been added to this series, which is the first BMW car with V8 light alloy engine.
BMW Iseetta "economic miracle" and BMW Iseetta
Critics love BMW V8 four-door car and sports car. But BMW's Isetta has won the favor of the masses. BMW obtained the license to produce this 2.29-meter-long tandem car from ISO in Italy. The car has a power of 12 or 13 horsepower. In the 195s, 16, Isetta cars were sold, making it the most popular BMW car of that era, which also marked the post-war German economic revival.
BMW 57
BMW 57 is a very rare and advanced sports car, which was designed by Albrecht Goertz within one year, and 252 cars were produced. Each car is mainly hand-made, in order to meet the specific needs of each customer. Its permanent beauty, fashionable outline, streamlined shape and extended hood ensure that this car is still regarded as the embodiment of dream racing until today.
BMW 15 new noble
A compact and dynamic car has brought great success to BMW. The BMW 15 is the first car of the new class. In 1963, BMW 18 was introduced, and the power of this car was increased by 1 horsepower. BMW*** produced 145, BMW 18 cars. In 1966, BMW 2*** produced 14, vehicles. The BMW18 TI, which was launched in 1964, then enjoyed the taste of winning the championship frequently on the track.
the beginning of BMW BMW 5 series
a new generation of BMW cars began to be put into production in Munich, which is the BMW 5 series. Soon after, the production of this series of cars moved to the new factory building in Dingolfing. This series of new cars has won BMW more customers and fans than racing fans. From the economical 518i to the powerful M5, every new car has proved its strength with its amazing sales performance.
BMW BMW 3X's beautiful start: the first BMW 3 series car
3 series car produced only a few cars at first, and after a while it increased to about 3 cars, including different series from 316g to M3. The 3 Series was a global success-in the next 25 years, BMW*** sold 7 million cars. Each car is a natural combination of rigorous structure and outstanding performance, and each car can play a unique super function if it is willing.
world-famous series BMW 7 series cars
BMW 7 series cars are elegant, comfortable and supreme four-door cars. Perfect details, the most advanced technology. This is the BMW 7 series car. Since its introduction in 1977, every new car has vividly interpreted the noble temperament of BMW 7 series cars. Today, BMW 7 Series is the most famous luxury car brand in the world.
BMW 12-cylinder engine: the king's achievement
In p>1987, BMW launched two new cars, 75i and 75iL, which caused a sensation all over the world. For the first time in 5 years, Germany has introduced a 12-cylinder engine here. The engine has a capacity of 5,379 CC. At first, it had 3 horsepower, but later it was increased to 326 horsepower and the torque was as high as 49 Newton/meter.
BMW 6 Series
BMW Z4
BMW Z8 —— a new image of success
Automobile is a large enterprise with 16 automobile manufacturing plants and more than 1, employees, which manufactures 1 million cars every year. Through marketing companies in 12 countries around the world, BMW has established a customer base of tens of millions of people, which has established BMW's position as one of the world's 12 largest production transportation groups, ranking seventh in Europe in terms of output value and fifth in terms of sales volume. In 1994, the total sales amounted to 42,1 million marks, an increase of 1.1% over the previous year.
in p>1993, the automobile manufacturing industry in most countries was involved in a brand-new adjustment period. American manufacturers in the automobile kingdom were forced to revise their traditional structures as early as the 198s, and Europe and Japan also began similar reorganization in the downturn. Facing the depressed market, BMW took timely actions, integrated market positioning and improved productivity strategies, and bypassed the trough of the automobile market. At that time, BMW was the only automobile manufacturer in Germany that could avoid reducing working hours but also create profits, with the number of cars delivered reaching 534,397, maintaining its position as the most successful brand of high-end luxury cars in the automobile market. "If you just follow the steps of others, then you can't expect to surpass it. This is a famous saying of Pis—chetsider, president of BMW, when he expressed his company philosophy. In 1985, BMW established its Asia-Pacific regional branch in Singapore for the first time. In the 199s, they seized the opportunity of the adjustment of the international automobile market and the rise of the middle class in Asia, and formulated a series of market strategies, such as increasing sales volume and market share, making BMW the first brand in the premium car market. It penetrates into the Asian market, making the agent network in the existing market more perfect; Take the lead in customer satisfaction with products and services, and follow this development goal closely and implement it steadily. In 1994, in the Asian market, BMW sold 25, cars, and the overall market share increased from 1.6% to 2.1%. In the three key markets they set up, the growth rates reached 86%, 7% and 31% respectively in 1994.
The automobile competition of BMW 7 Series in 199s presents new features. From two polarized factors, we can feel an increasingly obvious phenomenon: the trend and shape of automobile streamline design produced by different manufacturers are more and more similar. This makes the car body shape more and more similar, and at the same time, it is more and more difficult to judge the improvement from the appearance of the improved models produced by a manufacturer, which makes the brands of some models more confused. Popular automobile manufacturers introduce well-designed models, which penetrate into BMW's market and image demands. Competitors hope to win the market with lower prices but similar models, which leads to BMW's lower-priced models increasingly facing competition mainly from Europe and Japan.
the traditional high-end luxury cars represented by Pingzhi/Mercedes-Benz, relying on traditional famous brands and market opportunities, stick to the Asian market, which in turn creates obstacles for the penetration of BMW luxury series. In view of the above-mentioned reality, BMW sized up the situation and formulated a marketing strategy that was later proved to be very correct. The unique marketing strategy of BMW is mainly reflected in its brand positioning, product strategy, pricing strategy and communication strategy.
The "perfect driving tool" is BMW's unique brand positioning. This appeal combines three elements: design, power and technology. Thus, the image of BMW as "distinguished, young and energetic" is established, which is different from the "distinguished, traditional and luxurious" of traditional brand Pingzhi/Mercedes Benz. All communication strategies of BMW are based on at least one of them, and the definition of each element takes BMW's customer base into special consideration. Make BMW a "new symbol of success" in Asia. BMW's brand positioning cleverly bypassed Pingzhi/Mercedes Benz, a strong rival. By distinguishing the old from the new, BMW can be separated from other brands, attracting a new generation of Asian businessmen who seek economic and social success, and clearly stating that BMW can meet all the requirements of car owners who care about image and pursue ultimate performance, instead of following the old pace of Pingzhi/Mercedes Benz in the past.
the product strategy of BMW X5 ultra-long BMW-series elegant style. There are many kinds of cars in BMW, and their grades are set by different series. From the smaller and fashionable three-series to the five-series providing safe and comfortable space, to the seven-series touring car suitable for senior personnel, to the unique and elegant eight-series coupe, all the cars have the usual elegant style of BMW cars, potential power, high-quality workmanship and unparalleled safety standards. Thereby further stabilizing BMW's "successful new image".
high price: BMW's pricing strategy. BMW's goal is to pursue a successful high-priced policy, which appears at a higher price than other Volkswagen brands. This positioning is based on BMW's superior products and perfect service features, as well as the value of BMW brand symbol. This price strategy has achieved the following functions: as an indicator of the quality of BMW cars, the price also conveys the message of brand symbol and prestige; Compared with the specificity and uniqueness of competitive brands, the social achievements of consumers can be reflected in their lives. From the price point of view, it once again reflects BMW's "successful new image". As mentioned above, BMW's goal for the Asian market is mainly to strengthen BMW's image and give BMW's customers a kind of value: when they are in contact with customers, they never forget to convey BMW's inherent strength-innovation, motivation and beauty. Therefore, BMW's communication strategies are all closely around BMW's new image. When communicating with potential customers in the luxury car market, BMW first established the strategic goal of communication: successfully positioning the BMW brand among potential car owners; Strengthen the emotional connection between the owner and BMW; Under the overall symbol of BMW, the combination of BMW products and services is consistently outlined; Provide detailed information about BMW products. According to the above strategic objectives, BMW has turned this strategy into reality through its own communication channels-advertising, direct selling, project planning, etc.
Today's consumers are surrounded by numerous advertisements and commercial information. In order to reach its customers effectively, BMW adopts different communication channels, including advertising, direct selling, project planning and the establishment of public relations. sum up