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34,214 $m

Strengthening its position as a best-in-class global automotive brand, BMW has been able to build upon its premium status, while driving sustainable mobility forward. The brand's EfficientDynamics initiative, for example, continues to offer customers outstanding fuel economy and low emissions across the BMW range. Looking toward the future, the brand has increased its relevance with new models like the i3, an emission-free car for city driving, and the i8, an impressive and progressive sports car.  Accompanied by the "Born Electric" campaign, the i series brings BMW's mobility ideals to life, proving that the brand is indeed "Fueled by Innovation." Although other leading automotive brands had electric vehicles on the market well before BMW, the German automaker has broken new ground by using carbon-fibre for the passenger cockpit, a material that is thinner than human hair yet tougher than steel. A staple in the production of superjumbo jets and Formula 1 racers, this super strong, super lightweight material comprises the body of the i3 and is gradually making its way into the rest of the brand's lineup. With big bets placed on the material, BMW could be, according to Bloomberg, "heralding what may be the biggest shift [in commercial auto manufacturing] since at least the 1980s, when the first all-aluminum car frames were made." But innovation is not the only area where BMW is thriving. Over the last few years, a focused brand strategy, internal clarity, and external brand consistency have all contributed to BMW's success. Through effective and consistent communication, BMW has increased its global presence and is gradually re-engineering its perceptions in line with the future of the industry. Record sales in China prove the relevance of this promise in emerging markets. With an enviable profit margin per vehicle, BMW continues to illustrate the power of a strong brand in the global car industry. 

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