BMW 2003 Annual Report Download - page 138

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8
With its three brands
BMW
,
MINI
and Rolls-Royce, the
BMW
Group clearly focus
es
its efforts on selected premium segments of the international car markets.
The Group thus utilises its strengths with a determination that is unique in the
industry. From development to product and marketing, the Company is uncom-
promisingly committed to the premium claim.
The Company’s strategy clearly aims at profitable growth, for the premium
segments are expected to grow almost twice as fast as the mass segments over
the next few years. However, this growth will not only take place in previously
defined and familiar segments. Rather, new groups of customers will come to
demand premium products, and new market segments will evolve, and this will
also be due to new vehicle concepts with which the BMW Group will be expanding
into new market segments.
With its three brands BMW, MINI and Rolls-Royce, which are among the most-
sought-after car brands in the world, addressing all the relevant market segments,
the BMW Group is well-equipped to meet these challenges.
Detecting potentials.
Shaping growth.