BMW “Sheer Driving Pleasure”
If you were to ask a random group of people anywhere in the world what kind of car they would get if money weren’t an issue, a BMW would probably be mentioned often. That is the power of this brand of motor vehicles. It has managed to position itself as one of the leading luxury brands in the world. The popularity of the BMW is still on the rise, and the company has been rewarded by increased sales in several major markets. BMW is also the parent company of the Rolls Royce, and also owns the Mini brand of motor vehicles.
Origins
BMW was launched after Rapp Motorenwerke, a German aircraft engine manufacturer, and was restructured in 1917. The company started by manufacturing motor cycles before eventually getting the rights to manufacture the Dixi in 1928. BMW later started to manufacture aircraft engines in the 1930s as Germany started to rearm in preparation for the Second World War. The company went through a financial crisis in 1958 due to an increase in demand for economy cars. Around the same time, the company acquired the rights to manufacture the Iso Isetta. This was one of the factors that helped the company to get through its financial difficulties.
Despite being virtually unknown in the country when they opened their first dealership in the U.S. in 1975, BMW quickly made a name for itself in the years that followed. In May and June 2015, BMW registered a 4% and 6.5% increase in sales in the U.S.
Branding
Many people will argue that you don’t need to buy a BMW car or motorcycle. However, every year, the company’s sales continue to grow. This comes down to the fact that BMW is associated with three qualities of interest to most car owners when purchasing a car – quality, luxury, and variety. Anyone who buys a BMW believes that they are not just buying a product that puts them above the rest, but one that will also serve them reliably for a long time to come.
Many luxury car makers tend to have very limited variety in their product lines with some releasing only a single type of car. BMW’s vehicles in contrast are available in various product lines ranging from saloon cars to sports utility vehicles. In addition, BMW also produces motorcycles.
Many major brands like to pick a particular slogan and stick to it for a long time. BMW on the other hand is known for their constantly changing slogans. Despite the change in the wording, the slogans such as “Sheer Driving Pleasure”, “The Ultimate Driving Machine”, and so on, all communicate the same message. The change in the wording does however serve as a powerful marketing tool, allowing the company to introduce their new products as something entirely new.
The Motorsport Connection
BMW has a rich history of participation in motor sports. Between 2006 and 2009, BMW was a constructor in Formula one. The winners of six Dakar rallies were all driving BMWs, and the company’s vehicles have had significant success in touring car racing. The company’s participation in these competitions significantly boosted their reputation, and in 2012, they were named the most reputable company in the world by Forbes.
