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BMW

BMW

Etienne Psaila

21,62 €
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Editorial:
Independently Published
Año de edición:
2026
Materia
Ventas y marketing
ISBN:
9798901940303

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BMW’s rise was never just a design story or a marketing story-it was a manufacturing and management story built around engineering as culture. From the industrial ferment of early 20th-century Bavaria to the hard technical lessons of aviation and motorcycles, BMW developed a distinctive approach to performance: powertrain depth, chassis discipline, and an insistence that 'premium' must be earned in product substance as well as brand theatre.This book follows BMW as it becomes a modern global luxury manufacturer-through postwar survival, the Neue Klasse breakthrough, the systematic construction of pricing power, and the steady expansion of its plant network and supplier base. It also examines how motorsport helped translate engineering competence into public myth, and how BMW’s performance sub-branding evolved from competitive necessity into a scalable commercial asset.The narrative then tracks the strategic choices that shaped BMW’s global footprint and portfolio breadth: the rise of the 3 Series as a profit anchor, U.S.-market scale building, the pivot into SUVs, and the complicated corporate episodes that tested BMW’s governance and risk tolerance, including Rover-followed by the durable value created through MINI and Rolls-Royce. Finally, it brings BMW into the current era of regulation, electrification, software-defined vehicles, and China-centric volume economics-showing how legacy strengths in process discipline and product identity are being renegotiated for an industry that increasingly competes on batteries, code, and compliance as much as on driving feel.

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