Compared with some big cars such as Fiat, Ford, Renault and Rolls-Royce, BMW is a very young car factory. But in 1930s, it produced the best sports cars and luxury cars in the world, and recovered from the destruction of World War II and the financial recession in 1950s. In the early 1970s, it once again became one of the protagonists in the world's high-performance luxury car market, and it has continued to this day. The full name of BMW is Bavarian Automobile Factory. It was registered in March 19 16 by a company that manufactures aircraft engines. The company's first successful product was an inline six-cylinder engine designed by Fitz, which was assembled on German fighter planes during World War I ... The German ace pilot ernst Udet attributed a large part of their success to BMW's engine.
The Development History of BMW Group
BMW, the full name of Bavarian Machinery Factory AG (German: Bayer Schemotorenwerke AG), is a world-renowned German manufacturer of high-end cars and motorcycles, headquartered in Munich. BMW was often called "BMW" in early Chinese mainland, Hongkong and Taiwan Province. The history of BMW began at 19 16. The company used to be an aircraft engine manufacturer, and 19 17 is also a limited liability company. It was renamed Bavarian Engine Manufacturing Co., Ltd. and listed on 19 18.
Bmw is the abbreviation of Bayerische Motoren Werke. At the beginning, the company mainly devoted itself to the research and development and production of aircraft engines. BMW's blue and white logo symbolizes the rotating propeller, which is a portrayal of the company's early history. However, the current president of BMW has corrected it. People always think that the blue and white logo is propeller. In fact, BMW should be headquartered in Munich, Bavaria, Germany, and the Bavarian flag is blue and white. BMW's name is Bavarian Engine Company, which represents the most exquisite engine technology in Bavaria and Germany.
1923, the first BMW motorcycle came out. Five years later, on 1928, BMW acquired Eisenach Automobile Factory and began to produce cars. After that, BMW introduced many masterpieces in the history of automobile manufacturing to the market. These products constantly inspire strong emotions and people's desires, and create BMW's excellent reputation as an automobile manufacturer.
Today, BMW Group grows efficiently with high-end brands. At present, BMW Group is the most successful and profitable automobile and motorcycle manufacturer in the world. In 2002, the company successfully sold more than 6,543,800 BMW and mini-cars, and the sales record exceeded/kloc-0,000,000 for the first time. In the motorcycle business, the sales volume exceeded 92,000, reaching a new high. Globally, the total number of employees of BMW Group exceeds 654.38 million+people.
Always based on high-end brands is the foundation of enterprise success. BMW Group owns three brands: BMW, MINI and Rolls-Royce. These brands occupy the high end of various market segments from small cars to top luxury cars, making BMW Group the only manufacturer in the world focusing on high-end cars and motorcycles. High grade means "added value". All brands under BMW Group have a clear brand image, and their products have rich product connotations in design aesthetics, dynamic and dynamic performance, technical content and overall quality, so these brands can provide users with real added value. On this basis, BMW Group expects to obtain higher bicycle profit rate, so as to continue to maintain profit growth and ensure the company's independent position in the future.
BMW Group will implement a clear high-end brand strategy for a long time, which will be reflected in a wide range of products and market offensives in the next few years. While paying attention to the uniqueness of each brand, BMW Group will enter new fields by launching new products and promote the company's series of products to more new markets. In this way, the company will enter a new realm
In 2008, BMW Group sold about 6.5438+0.4 million vehicles, achieving a 40% increase. In the same year, the group's annual sales will exceed 50 billion euros.
As one of the three German luxury brands, BMW not only has a high market share and popularity in the domestic new car market, but also launched a brand second-hand car service in the field of used cars-BMW "Zunxuan", which was the first globally unified second-hand car certification project implemented by BMW Group among global luxury brands in 2003. From June 5438 to February 2005, BMW launched the BMW used car certification program in China. At present, there are 40 authorized BMW dealers in China to provide this service. BMW now has 1 series, 3 series, 5 series and 7 series as cars, 6 series as two-door four-seat sports cars, X 1, X3 and X5 as SUVs, M series as high-performance versions, Z series as two-door two-seat sports cars, X6 as a crossover model, which was born on the platform of BMW 6 series and transformed into a sports SUV, but the X6 hatchback has a unique appearance. X Drive is a full-time four-wheel drive system independently developed by BMW, with patented technical equipment and adaptive functions. ...
What is the production mode and management mode of BMW?
The secret of BMW
In the survey of China's most valuable brands, BMW ranked first for three consecutive years. In terms of sales volume, BMW is not the largest company, and Toyota, General Motors, Ford and even Volkswagen all surpass it, but in terms of operating profit EBIT (earnings before interest and tax), BMW is better than Toyota. How did the BMW brand get such a high premium? The reporter interviewed Kong, the chief representative of BMW Beijing Representative Office.
Author: Li Quanwei
Automobile manufacturers can be divided into three categories: mass production companies, companies that produce both high-end cars and mass production companies, and companies that only produce high-end cars. BMW is undoubtedly the last one. In its various market segments, including 1 series to 7 series, sports cars, SUVs and other models, BMW is the highest-end brand. In BMW's view, if the production model is high-grade, the brand will be clearer and there is no danger of dilution, so that such enterprises can stay ahead in profit margin. BMW believes that the growth of automobile sales is not the highest goal of enterprise development, but the profit is the most important. In the past ten years, BMW's sales have tripled, but its profits have increased fivefold.
BMW has three brands, BMW, MINI and Rolls-Royce, and each brand has different meanings. BMW is driving pleasure, MINI is the richest high-end compact car brand in the world, and Rolls-Royce is the best luxury car. In people's minds, talking about BMW basically refers to BMW. Andreas Kunz, chief representative of Beijing representative office of BMW Motor Company, said that the core of BMW brand is fun, including fun of driving, fun of process, fun of good things, fun of life, fun of success and fun of ownership. These pleasures * * * created the brand of BMW. If you ask a person to tell his first impression of BMW, then I'm afraid he will blurt out the sentence "drive a BMW and ride a Mercedes", which shows that the brand connotation that BMW prayed to the public has been integrated with the brand impression in the public's mind.
Of course, a brand that is deeply rooted in people's hearts will inevitably go through many storms. BMW brand management has four basic elements: concentration, emotional charm, innovation and consistency. Kong Ande said: "Our experience is that if we do these four aspects well, brand management will be successful."
One focus is that the BMW brand has a clear brand positioning. For example, BMW is dynamic (corresponding to BMW 5 Series), elegant (corresponding to BMW 7 Series) and likes challenges (corresponding to BMW 3 Series). Specifically, the brand must be clear, different from other competitors, authentic, traditional, artistic and valuable.
To form a clear brand identity of BMW, BMW has a set of complicated methods. Every time a new model is designed, BMW has to consider 250 items and compare them with its competitors. According to the degree of comparison, there are large differences, medium differences and insignificant differences. For example, there is a big gap with competitors in "acceleration performance", "engine sound", "driving maneuverability" and "shape design". There is a moderate difference between "fuel economy" and "in-line box size"; The difference is not important in the "entering the vehicle" project. Combining these 250 items, we can clearly describe the brand characteristics of the new car and reflect the difference between BMW and other brands.
In the history of BMW, many new car plans (even those that can make a quick profit) were rejected because they did not conform to the brand characteristics of BMW. More than a decade ago, many car manufacturers were keen on producing multi-functional sports cars (SUVs), and some BMW fans also proposed to BMW to produce BMW SUVs. The company's decision-making level is very clear that it was absolutely profitable to produce SUVs at that time, but it did not start immediately. Why? Because SUV emphasizes wildness, heavy body and square shape, among the 250 testing items, it can't reflect BMW's unique characteristics from the core aspects such as handling and appearance, and it can't reflect driving pleasure, which doesn't conform to the brand characteristics controlled by BMW. Therefore, the plan to produce SUV was abandoned. Helmut Panke, chairman and CEO of BMW, once said that the most important thing is to know what not to do.
Do not produce SUVs ......
"BMW" Corporate Culture
BMW's corporate culture is based on the global market, and the company takes the market as the center to carry out all activities. BMW's corporate culture fully embodies the market-oriented characteristics. BMW's corporate culture can be summarized as: (1) "Production follows the market" business philosophy. The construction of BMW's global production network follows the business philosophy of "production follows the market". The company establishes a production network according to the local market conditions, and at the same time, it keeps up with the market demand in production management and adopts flexible management. In the production of BMW, just like the teamwork of employees, in BMW, all factories cooperate in the same production system. At the same time, the company adopts flexible management mode, and each factory flexibly deploys personnel according to different production modes, and is good at flexible working hours and flexible logistics management. Accordingly, BMW's highly coordinated production network can not only efficiently manage the very complicated technological processes in automobile production, but also quickly respond to the demand changes of a certain model. (II) Personnel concept of attaching importance to people's sustainable development BMW regards the sustainable development of employees as the main factor of enterprise success, and also regards it as an important guarantee of leading the world, and integrates this concept into the company's business philosophy. Due to BMW's future personnel policy, the performance of employees has been improved, and the company's benefits have been improved without reducing labor costs. The eight programs of BMW's personnel policy reflect this policy and put it into daily work: 1. Respect each other and treat differences with a positive attitude; 2. A way of thinking that transcends national and cultural boundaries; 3. Work performance is the basis of remuneration; 4. The result of teamwork is higher than the sum of individual work; 5. Ensure attractive jobs for loyal and responsible employees; 6. There is no doubt about respecting the human rights of employees; 7. Treating suppliers and business partners with social standards is the basic principle of doing business; 8. Excellent employee welfare and strong sense of social responsibility. (3) Social Role Positioning As a global enterprise, its success can no longer be measured only by profit level and sales figures. Global enterprises must seriously undertake social responsibilities such as environmental protection and employee welfare, and only in this way can they ensure sustained business success. Over the years, BMW has always implemented the principle of sustainable development in its business activities, paying equal attention to economic development, ecological protection, social impact and other factors. The core elements of BMW's sustainable development strategy are to provide employees with high standards of social treatment, produce environmentally-friendly products, protect the environment in the production process, and also have road traffic management. BMW implements the sustainable development strategy in its business activities, which is reflected in a wide range of different aspects: 1. In order to ensure the "sustainable development" of personal transportation in the future, BMW has made unremitting efforts and many pioneering contributions. For example, in addition to developing intelligent and ecological traffic management systems for busy urban areas, BMW is also committed to developing alternative power systems. In this regard, BMW focuses on "clean energy": that is, liquid hydrogen is obtained from other renewable energy sources through electrolysis as a clean fuel for driving cars in the future. 2. Environmental protection is an important part of BMW's sustainable development strategy, which runs through all efforts to optimize products and production processes. When evaluating the environmental impact of products, BMW gives priority and attention to reducing the fuel consumption of cars. In addition, special emphasis is placed on product development with sustainable characteristics, and factors such as environmental protection and recycling are fully considered at the beginning of product development. In the production process, each BMW factory has passed the ISO 1400 1 certification of the international environmental management system, and passed the audit of the European Union Environmental Protection Committee (EMAS) in the applicable areas. Therefore, BMW Group is the first and only automobile manufacturer to adopt international standard environmental management system in all factories around the world and meet local environmental protection requirements. 3. Corporate citizenship obligations and commitment to society BMW abides by the motto of taking responsibility. Therefore, BMW pays special attention to a series of social topics, including traffic safety, mutual understanding and learning of different cultures between countries, public education and funding for high-quality talents. In addition, BMW is also committed to establishing community relations of mutual understanding and trust in the areas where various production plants are located. BMW chose the above contents according to its own corporate culture and corporate goals. This applies to all subsidiaries of BMW because ......
Why does China call "BMW" a car?
BMW is a world-famous automobile enterprise, and is also considered as the forerunner of high-end automobile production. BMW was founded in 19 16, and its headquarters is in Munich, Germany. In the past 80 years, it has developed from the initial aircraft engine factory to a world-famous enterprise group that mainly produces luxury cars, aircraft engines, off-road vehicles and motorcycles, and ranks among the top 20 automobile enterprises in the world. BMW is also translated as "Bayer". The full name of BMW is Bayer Schemotorenwerheag, and BMW is the initials of these three words.
Introduction of BMW China Co., Ltd.
The long history of BMW Group began at 19 16, with its headquarters in Munich, Germany, and 22 production and assembly plants in 12 countries around the world, with a total of106,000 employees. As the most successful and profitable high-end automobile and motorcycle manufacturer in the world today, BMW Group has set new sales records for several years in a row. In 2004, BMW Group's automobile sales reached 65,438+0,208,732 vehicles, among which BMW's automobile sales exceeded 654,380,000 vehicles (65,438+0,023,583 vehicles) for the first time. Sales of BMW motorcycles exceeded 92,000 units. In 2004, the group's total revenue reached 44.335 billion euros. In the first three quarters of 2005, the global automobile sales of BMW Group continued to climb, reaching 988,463 vehicles.
The origin of BMW car
The blue and white pattern in the middle of the BMW logo represents the blue sky, white clouds and rotating propellers, symbolizing 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 and exquisite technology and latest concepts in a vast space-time, reflecting the company's vigorous development momentum and ever-changing new look.
BMW cars produced by German BMW Motor Company are regarded as models of luxury cars. Popular in Europe and America, fans all over the world have a special liking for it.
BMW, or BMW, is the abbreviation of Bavarian Automobile Factory in Germany. It was originally a company specializing in the production of engines, and was famous for manufacturing high-grade motorcycles.
Have something in common with Daihatsu in Japan. Today, BMW has become one of the world's leading companies in the luxury car field.
The names of German Double B (Mercedes-Benz and BMW) are household names.
Karl rapp and Max Fritz founded Bayer Aircraft Company in Munich. 19 17, the company was changed to il engine co., ltd, which is the origin of the abbreviation of Bayer (BMW); 19 18 company changed its name to BMW. "BMW" was once translated into Bayl. Since BMW started from the production of aero-engines, the blue in the trademark is the sky and the white is the propeller, which is the first major feature of the "BMW" trademark. The second feature is two metal square air intake grilles in the middle of BMW radiator (nose). BMW is the abbreviation of the company's full name "Bayer Schemotorenwerke AG".
The history of BMW began at 19 16. The company used to be an aircraft engine manufacturer, and 19 17 is also a limited liability company. It was renamed Bavarian Engine Manufacturing Co., Ltd. and listed on 19 18. Bmw is the abbreviation of Bayerische Motoren Werke.
At the beginning, the company mainly devoted itself to the research and development and production of aircraft engines. BMW's blue and white logo symbolizes the rotating propeller, which is a portrayal of the company's early history. 1923, the first BMW motorcycle came out. Five years later, on 1928, BMW acquired Eisenach Automobile Factory and began to produce cars. After that, BMW introduced many masterpieces in the history of automobile manufacturing to the market. These products constantly inspire strong emotions and people's desires, and create BMW's excellent reputation as an automobile manufacturer.
At present, BMW Group is the most successful and profitable automobile and motorcycle manufacturer in the world. In 2002, the company successfully sold more than 6,543,800 BMW and mini-cars, and the sales record exceeded/kloc-0,000,000 for the first time. In the motorcycle business, the sales volume exceeded 92,000, reaching a new high. Globally, the total number of employees of BMW Group exceeds 654.38 million+people.
Always based on high-end brands is the foundation of enterprise success. BMW Group owns three brands: BMW, MINI and Rolls-Royce. These brands occupy the high end of various market segments from small cars to top luxury cars, making BMW Group the only manufacturer in the world focusing on high-end cars and motorcycles.
Why is Mercedes-Benz BMW so famous?
Mercedes-Benz produced by Daimler-Benz Automobile Company in Germany is the oldest manufacturer in the world, and it is also a manufacturer with consistent management style. Since 1926, the company has not pursued the expansion of automobile production, but only pursued the production of high-quality and high-performance high-end automobile products. Among the top ten automobile companies in the world, Mercedes-Benz has the smallest output, less than 6.5438+0 million vehicles, but its profit and sales volume are in the top five. Mercedes-Benz's lowest-level car also costs more than $654.38 +0.5 million, luxury car costs more than $654.38 +0.5 million, and mid-level car costs about $40,000. In the Hong Kong market, the price of a Mercedes-Benz 500SL is as high as HK$ 65,438 +0.65 million. Mercedes-Benz has all kinds of trucks, special cars and buses. There are many basic types of trucks, such as 1 10. Mercedes-Benz is also the largest heavy-duty automobile manufacturer in the world. Its all-wheel drive 3850AS truck has a maximum power of 368 kW and a traction capacity of 220 tons, which is 6.5 tons that Mercedes-Benz put on the market in 1984. Mercedes-Benz has 6 subsidiaries in China, 23 subsidiaries abroad, and liaison offices, sales points and assembly plants all over the world. In 1980s, Mercedes-Benz cooperated with China North Industries Company to transfer the production technology of Mercedes-Benz heavy-duty vehicles to China. Now, the northern industry has been put into mass production. Headquartered in Stuttgart, Germany, Mercedes-Benz employs 65,438+085,000 people. Annual output of 600,000 cars. The new car products include Mercedes-Benz W 124, mercedes benz R 129 and Mercedes-Benz W 126. Among them, 560SEC of W 126 series and 500SL of R 129 series are very popular ultra-luxury cars. 1June, 909, applied for Daimler to register Trident as the symbol of the car, symbolizing the mechanization of landing, water and air. 19 16, a circle is added around it, with four small stars embedded in it and the words "Mercedes-Benz" written below. "Mercedes-Benz" means happiness, which means that the cars produced by Daimler will bring happiness to the owners.
BMW is a world-famous automobile enterprise, and is also considered as the forerunner of high-end automobile production. BMW was founded in 19 16, and its headquarters is in Munich. In the past 80 years, it has developed from the initial aircraft engine factory to a world-famous enterprise group that mainly produces luxury cars, aircraft engines, off-road vehicles and motorcycles, ranking among the top 20 automobile enterprises in the world. BMW is also translated as "Bayer". The full name of BMW is Bayer Schemotorenwerheag, and BMW is the initials of these three words. The blue and white pattern in the middle of the BMW logo represents the blue sky, white clouds and rotating propellers, symbolizing 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 and exquisite technology and latest concepts in a vast space-time, reflecting the company's vigorous development momentum and ever-changing new look.
Time of establishment of BMW Group
The history of BMW began at 19 16. The company used to be an aircraft engine manufacturer, and 19 17 is also a limited liability company. It was renamed Bavarian Engine Manufacturing Co., Ltd. and listed on 19 18.
Bmw is the abbreviation of Bayerische Motoren Werke. At the beginning, the company mainly devoted itself to the research and development and production of aircraft engines. BMW's blue and white logo symbolizes the rotating propeller, which is a portrayal of the company's early history. However, the current president of BMW has corrected it. People always think that the blue and white logo is propeller. In fact, BMW should be headquartered in Munich, Bavaria, Germany, and the Bavarian flag is blue and white. BMW's name is Bavarian Engine Company, which represents the most exquisite engine technology in Bavaria and Germany.
1923, the first BMW motorcycle came out. Five years later, on 1928, BMW acquired Eisenach Automobile Factory and began to produce cars. After that, BMW introduced many masterpieces in the history of automobile manufacturing to the market. These products constantly inspire strong emotions and people's desires, and create BMW's excellent reputation as an automobile manufacturer.
Today, BMW Group grows efficiently with high-end brands. At present, BMW Group is the most successful and profitable automobile and motorcycle manufacturer in the world. In 2002, the company successfully sold more than 6,543,800 BMW and mini-cars, and the sales record exceeded/kloc-0,000,000 for the first time. In the motorcycle business, the sales volume exceeded 92,000, reaching a new high. Globally, the total number of employees of BMW Group exceeds 654.38 million+people.
Always based on high-end brands is the foundation of enterprise success. BMW Group owns three brands: BMW, MINI and Rolls-Royce. These brands occupy high-end market segments from small cars to top luxury cars, making BMW Group the only manufacturer in the world focusing on high-end cars and motorcycles. High grade means "added value". All brands under BMW Group have a clear brand image, and their products have rich product connotations in design aesthetics, dynamic and dynamic performance, technical content and overall quality, so these brands can provide users with real added value. On this basis, BMW Group expects to obtain higher bicycle profit rate, so as to continue to maintain profit growth and ensure the company's independent position in the future.
BMW Group will implement a clear high-end brand strategy for a long time, which will be reflected in a wide range of products and market offensives in the next few years. While paying attention to the uniqueness of each brand, BMW Group will enter new fields by launching new products and promote the company's series of products to more new markets. In this way, the company will enter a new realm
In 2008, BMW Group sold about 6.5438+0.4 million vehicles, achieving a 40% increase. In the same year, the group's annual sales will exceed 50 billion euros.
As one of the three German luxury brands, BMW not only has a high market share and popularity in the domestic new car market, but also launched a brand second-hand car service in the field of used cars-BMW "Zunxuan", which was the first globally unified second-hand car certification project implemented by BMW Group among global luxury brands in 2003. From June 5438 to February 2005, BMW launched the BMW used car certification program in China. At present, there are 40 authorized BMW dealers in China to provide this service.
What was the predecessor of BMW?
Bmw is the abbreviation of the company's full name "Bayerische Motoren werkeAG". "BMW" adopts the figure of inner and outer double circles, and the trademark of BMW is marked above the double circles. The whole trademark is like blue sky, white clouds and a propeller that keeps running, symbolizing BMW's long history, not only symbolizing the company's leading position in aero-engine technology in the past, but also symbolizing the company's consistent purpose and goal: to satisfy customers' greatest wishes with the latest science and technology and the most advanced ideas in a vast space and time, reflecting the company's vigorous spirit and ever-changing new look.
1965438+In March 2006, engineers karl rapp and Max Fritz established Bayer Aircraft Company in Munich. 19 17 The company was renamed as Bayer Engine Co., Ltd., which is the origin of the abbreviation of Bayer Company (BMW); 19 17, the company changed its name to BMW.
But why is it called BMW? It is estimated that it is difficult to verify what it is called. However, according to the principle of "faithfulness and elegance" advocated in translation during the New Culture Movement, it is estimated to be taken from the pronunciation of the abbreviation BMW. BMW is pronounced directly in English, which is basically the sound. How nice it is to call BMW. It not only suits the role of the car, but also accords with the intuitive pronunciation of the name.
BMW's predecessor was the Aircraft Factory, which was established on March 7th. 19 16. At first, it was famous for making streamlined two-wing reconnaissance planes. The company's names are BFW (Bayrische Flug Zeug-Work) and Pavania Aircraft Factory. The company was founded by Goustein Otto, whose father was a famous entrepreneur.
Gistan's high achievements in aviation made him build cars with great ambitions. His later decision has written a glorious page in the history of automobiles, that is, the German BMW factory, which is loved by thousands of car fans today.