12
+10%
31,839 $m
Automotive
2012 was the most successful year in the history of the BMW brand. The brand topped US luxury auto sales for the year, and increased car sales 40 percent in the Chinese market. Sustainability and urban mobility are a huge focus for the brand, which is evident in the upcoming launch of the BMW i3and i8 models. Mobile apps are supporting its vision for urban mobility, including Chargepoint, which shares information on electric vehicle charging stations. Its flagship London showroom for its i series of electric and hybrid vehicles, located on the city’s exclusive Park Lane, underlines how BMW is positioning its new range at the premium end of the market. BMW projects that the US and China will be its largest markets for electric vehicle sales, followed by Europe. Much depends, however, on how quickly China’s government can provide an infrastructure for EVs. BMW enjoyed a halo effect from sponsoring the London 2012 Summer Olympic Games, paving the way for its 2013 “Designed for Driving Pleasure” campaign. BMW’s 360-degree Olympics platform included providing vehicles and bicycles, first-time sponsorship of Team USA, and an on-site brand pavilion—a significant commitment that helped lead to the brand’s biggest year to date. As pure driving pleasure and car ownership become less of a demand driver, BMW must meet consumers’ evolving needs while fending off traditional competitors and new entrants such as Tesla.