BMW 2004 Annual Report Download - page 146
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16 Internationality
Beyond the horizon.
Growth knows no bounds, or at least no geo-
graphical boundaries. Exactly the same applies
to convincing products – vehicles of the BMW,
MINI and Rolls-Royce brands arouse enthusiasm
in customers all over the world. For the BMW
Group, this means constantly sounding out the
world’s automobile markets for above-average
growth opportunities; engaging in young, emerging
markets; and pursuing its objective of becoming
the most successful supplier of premium auto-
mobiles in every relevant market.
All this is part of a long-term internationalisation
strategy to open up key markets with production
plants from the inside. In the United States, for
example, the BMW Group’s success story became
more dynamic than ever once the plant was
opened in Spartanburg, South Carolina, eleven
years ago. The BMW Group also focuses on the
growth regions of Asia. It has been firmly an-
chored on this booming continent for years with
its own assembly plants in Malaysia,Thailand and
Indonesia.The latest step in this strategy is the
plant that opened in Shenyang, China, in May
2004. There the BMW Group produces 3 and
5 Series automobiles for the Chinese market in
a joint venture with a local partner. In the medium
term, around 30,000 vehicles a year are to be
produced in Shenyang for the Chinese market,
an objective that reflects the dynamic nature of a
region whose future is just beginning.