Synonymous with class, performance and style, BMW remains a leading premium brand in the automobile industry and continues to appeal to a wide host of target groups around the world with over 11 million Facebook fans, more than most other auto brands. The key success factors are BMW’s handling characteristics, design, and innovative thrust of the brand. As the official automotive partner of the London 2012 Summer Olympics, BMW provided over 3,000 vehicles to the games, successfully demonstrating its mastery of global brand management and further unifying its positioning worldwide. BMW is determined to set new benchmarks in the dealership experience, opening brand stores in London and Paris this year as part of BMW’s “Future Retail” program. The stores represent the first step toward a new generation of brand experiences. Never short on innovation, BMW is also poised to introduce, the i series, which promises to bring new excitement and attention to the electric vehicle market. Despite this stellar performance, BMW, the best
selling luxury car in the US in 2011, is locked in a battle with Mercedez-Benz for the same honor in 2012. The much anticipated
addition of all wheel drive to the redesigned 3-series may prove to be the extra gear that BMW needs to take the lead.