BMW 2010 Annual Report Download - page 183

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03
What does premium stand for? What does it really
mean? And how can it be translated into ideas,
action and, not least, products?
For us, one of the things premium means is
leader-
ship in the development of sustainable mobility.
Weare achieving this with dedicated employees and
a production network that sets standards worldwide.
We defi ne sustainable mobility with groundbreaking
vehicles and mobility concepts. We are inventing
thefuture by defi ning it for ourselves.
One example of this is the high-tech material carbon,
which we will be using on a large scale for new vehicle
concepts of the future – creating a new dimension
inindividual mobility. Another example is intelligent
networking between drivers, their vehicles and the
world around them. Natural hedging and the
diver-
sifi cation of the globally successful BMW 5 Series
further illustrate our understanding of premium.
Premium sets innovative standards.
Premium is visionary.
Premium is being responsible.
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