BMW 2004 Annual Report Download - page 29
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Group Management Report 8
A review of the Financial Year 8
Outlook 29
Financial Analysis 30
--Earnings performance 30
--Financial position 33
--Net assets position 34
--Events after the
Balance Sheet date 37
--Value added statement 37
--Key performance figures 39
--Comments on the financial
statements of BMW AG 40
Risk Management 44
BMW Stock in 2004 48
28
In July 2004, the BMW Group opened a new
Sales and After-Sales Training Academy in Unter-
schleißheim near to Munich, which has the capacity
to train more than 10,000 individuals each year. This
establishment will enable the BMW Group to guar-
antee that each of the 45,000 employees belonging
to the BMW Group’s dealer organisation will be
able to honour the promise of delivering premium
service, both before and after the sale of a car.
In addition to the Training Academy in Unter-
schleißheim, the BMW Group has eight regional
training sites in Germany and a further 30 around
the world. Supra-regional training centres are located
in Dubai, Moscow, Singapore and Peking.
The BMW Group is attracting new customer
groups with new vehicles such as the BMW 1 Series.
This also entails new marketing strategies. This
is reflected, for example, in the fact that the commu-
nication mix for the new BMW 1 Series marketing
campaign involved a much greater use of digital
media than previous BMW campaigns. The Internet
campaign for the BMW 1 Series in particular aroused
a great deal of interest. In the period up to market
introduction in mid-September, more than 4.3 mil-
lion visits were registered worldwide on the special
BMW 1 Series Internet website. In Germany alone,
150,000 people registered for the BMW 1 Series
dialogue programme by the end of 2004. Most of
these do not currently drive BMW Group brand cars.
The BMW 1 Series Tour was also well received.This
opportunity to test-drive a BMW 1 Series car was
offered in 50 cities around Europe, enabling 40,000
potential customers to drive and experience the
new model for the first time, months before it was
actually introduced to the markets.