BMW 2006 Annual Report Download - page 149

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09
The BMW Group
Premium – and nothing else.
Anyone who purchases a BMW,a MINI or a
Rolls-Royce knows exactly what to expect. All the vehicles of these three
brands stand for top quality and innovative technical solutions – in short: product
substance. At the same time, the vehicles of all three brands, however much
they differ from one another, have something else
in common: they convey a
particular lifestyle and exert a defining influence on the spirit of their time. In
other words: they arouse emotions. This combination of product substance and
emotions endows with the automobiles and motorcycles of the BMW Group
with
their unique character.
Premium is what the BMW Group does best. Premium is this Company’s
inherent strength. Each of the three brands – BMW, MINI and Rolls-Royce –
has its own unmistakable profile, authenticity and individual history.Thus, each
brand appeals to a particular type of customer. We aim constantly to meet all
the expectations of these clearly defined groups of customers. This means we
will always supply the customer with100 percent BMW,100 percent MINI or
100 percent Rolls-Royce. Conversely, the BMW Group does not claim to provide
something for everyone. Rather, the BMW Group does what it can do best –
with consistency of purpose and without compromises.