BMW 2005 Annual Report Download - page 158
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10
Knowing strengths,
developing power –
driving performance.
Which course leads to success?
From an economic point of view, 2005 was a demanding year for
the automobile industry. Unabated dynamic growth on the Asian
markets contrasted with rising raw material costs, keener competition
on the established markets and a continuing weak
US dollar against
the euro.
If you wonder, at times such as these, which course leads to success,
then there is only one answer for the BMW Group: its own. How-
ever, for this course you have to know what you can do best – and
what not; you have to find out what you are capable of doing; concen-
trate
on your own strengths and use these to develop your vision,
strategy and their implementation. In the case of the BMW Group,
this distinctive course follows a very simple formula: premium.To-
day, this claim is reflected in practically all the Company’s structures,
processes and products. The BMW Group is the only multi-brand
automobile manufacturer not operating in the volume segments of
the automobile market.The premium claim and volume business
are simply not compatible with one another. Thus, the BMW Group
offers its customers exclusively authentic premium products, which
are distinguished by their emotional appeal, uncompromising engi-
neering, innovative technology and outstanding quality.
Seen in this light, a distinctive course defines not only what you do
and how you do it, but also what you do not do. For, in the long term,
if you can never say “No”, you will always have to say “Yes”. But if
you concentrate on your own strengths and anticipate the challenges
of the market, tailor-made solutions can be found. The difference is
decisive. It is the difference between “being pushed” and “making
your own way”, between imitating and pioneering, between quick
results due to short-term action and the kind of lasting success gen-
erated by your own strength.