BMW 2004 Annual Report Download - page 133

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3
Setting the course, extending the lead. Passion as driving force. A clear vision.
Ambitious objectives that are pursued resolutely and independently – that
is what distinguishes the BMW Group. This includes the power to say “No”
sometimes, to concentrate on inherent strengths and to do what the Company
can do best. For the BMW Group this means premium and nothing else.
Bearing this in mind, the BMW Group is implementing the most comprehen-
sive product and market initiative in the Company’s history. In doing so, the
Company has moved into a new dimension. The vehicles of the BMW, MINI
and Rolls-Royce brands address all the premium segments of current rele-
vance worldwide. Last year, the BMW Group consistently continued opening
up new markets and regions, thus underlining its firm conviction that excellent
growth opportunities exist worldwide for excellent automobiles.
It is this unique, authentic course which provides the BMW Group with free-
dom of action and independence, both today and in future. It enables the
Company to record remarkable achievements time and again and helps to
ensure that the BMW Group stays ahead, making it the most successful
premium manufacturer in the automobile industry.