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BMW Case Study: A Year of Success Amidst Economic Uncertainty
BMW and its brands, Rolls-Royce and MINI, announced record sales for 2011, retaining its position as the world’s largest manufacturer of luxury vehicles amidst a backdrop of economic uncertainty.
During 2011 BMW experienced double figure growth across all of its automobile brands and set a new sales record for its BMW Motorrad motorcycle brand (however, its other motorcycle subsidiary, Husqvarna, experienced its third consecutive decline in annual sales). All regions that the company operates in experienced growth; however, BMW believes that its European sales will remain flat during 2012, with growth expected in China, the U.S., India and Latin America. BMW’s dominance atop the luxury cars market will be challenged by Daimler, which aims to regain top spot with its Mercedes-Benz brand by 2020, and also General Motors’ (GM’s) Cadillac brand, which is releasing a new model to compete with the 3 Series in the U.S.
Find out more in BMW Case Study: A Year of Success Amidst Economic Uncertainty