BMW 2001 Annual Report Download - page 119

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5
tomers now leaning towards premium brands in their search for distinction and
individual style. We take this wish into account through the convincing substance
of our products and outstanding brands. This, in turn, gives us an edge over
the competition not only in core markets, but particularly in the new, dynamic,
high-growth markets of Asia or South America. Customers the world over
acknowledge BMW Group cars and motorcycles today as symbols of quality,
innovation and exclusivity. To maintain this, we will continue our focus and busi-
ness policy, concentrating on what we do best: giving our customers a genuine
experience of what premium is all about. Our customers recognise the advan-
tage of this clear focus, they appreciate the benefits of the BMW Group on pre-
mium-substance and premium-service.
Applying this strategy, the BMW Group seeks to achieve leadership in the
premium segments of the international automobile markets. Precisely for this
reason we launched the largest-ever product and market offensive in the history
of the Company  and we have already achieved major milestones through the
introduction of the new BMW 7 Series and the European launch of the MINI
brand. Further models, new model series and engines will follow in the years to
come, significantly enlarging our product portfolio in the medium term.
In the year 2002 we will be concluding our preparations in assuming full brand
responsibility for Rolls-Royce Motor Cars. Then, starting in January 2003, Rolls-
Royce will round off our brand spectrum in the absolute top segment of the market.