BMW Puts a Premium on Independence
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Washington DC May 8, 2009; The AIADA newsletter reported that as automakers look to increase the size and proportion of their sales to combat growing concerns about the global automotive industry, BMW is taking a different approach.
The New York Times reports that the German luxury automaker, known for its iconic blue-and-white logo and an engineering emphasis on sports-car-like drivability, is placing a premium on maintaining its independence during the most painful economic downturn in decades, even as companies like Fiat and Chrysler seek government help in pulling off large cross-border mergers.
The company reasons that independent-minded people who have the money will still pay good money for cars produced by an independent automaker. Banking on its past success as a manufacturer of distinctive vehicles, BMW also believes that its true salvation lies in a new definition of premium cars that will appeal to affluent American buyers looking for a fast driving machine that is also environmentally sensitive.
As it looks to deal with the global auto market, executives at BMW are looking toward an approach that avoids the pitfalls of large automakers, including the enormous fixed costs of factories and labor that become a burden when they're not producing.
To learn more about BMW's approach to auto-making, click here.
