BMW 2008 Annual Report Download - page 39

40
14 Group Management Report
14 A Review of the Financial Year
16 General Economic Environment
20 Review of Operations
42 BMW Stock and Bonds
45 Disclosures pursuant to § 289 (4)
and § 315 (4) HGB
47 Financial Analysis
47 Internal Management System
49 Earnings Performance
51 Financial Position
52 Net Assets Position
55 Subsequent Events Report
55 Value Added Statement
57 Key Performance Figures
58 Comments on BMW AG
62 Risk Management
68 Outlook
Numerous new models launched
The BMW Group continued to expand its model range in
. Numerous new or revised BMW brand models were
launched over the course of the year. The BMW 1 Series
was expanded by the introduction of the Convertible and
Coupé models. The BMW M range of vehicles was also
increased by two new variants (Convertible and Coupé).
The BMW 3 Series Sedan and the BMW 3 Series Touring
each received a model revision. The BMW X6 was sold for
the first time as a Sports Activity Coupé during the year.
The new BMW 7 Series was also launched in .
Two new MINI brand models were presented at the begin-
ning of : the MINI John Cooper Works and the MINI
John Cooper Works Clubman, both of which have been
available to customers since summer.
Rolls-Royce also expanded its model range. Following
the introduction of the Rolls-Royce Phantom Coupé, the
Phantom family now comprises four models.
BMW Museum reopened
After two-and-a-half years of remodelling, the BMW Group
reopened the BMW Museum in mid-June. The museum
building has been extended so that  exhibits displayed
in an area of , m give visitors an insight into the history
of the company and an authentic experience of the BMW
brand. The new museum pursues the original museum
philosophy “continuation of the road in a new setting”. Roads
and paths connect the seven independent exhibition areas,
each of which is dedicated to a different theme. The
museum is not only an exhibition hall for unusual cars and
motorcycles from almost  years of BMW history; it also
reflects the dynamics and innovative strength of the BMW
brand and of the company as a whole. The newly designed
museum had already welcomed , visitors by the
end of the year.
BMW Marketing’s main focuses
The main focuses for BMW Marketing in  were the
continuation of the Efficient Dynamics campaign and the
market launch of the new BMW 7 Series.
The Efficient Dynamics package enabled the BMW brand
to assert itself in the premium segment as the market
leader for vehicles with low fuel consumption and CO

emis-
sions.
More than , BMW brand vehicles equipped
with Efficient Dynamics technology were sold in .
Communicating this technical advantage stood at the fore-
front of BMW’s marketing activities during the year.
The second major focus of marketing activities was the
market launch of the new BMW 7 Series. This model is
particularly significant within the BMW brand range of vehi-
cles,
not least because of its role as a champion of inno-
vation. As well as aiming to achieve a good position on the
market in a short space of time, marketing activities were
also focused on evoking exceptional emotionality. One
milestone in these communication activities was the
un-
veiling of the new BMW 7 Series on the Red Square in Mos-
cow:
the biggest hourglass in the world was the setting for
the BMW 7 Series’ first public appearance on the Russian
market – a market crucial to the BMW Group’s activities.
MINI John Cooper Works presented
The new brand MINI John Cooper Works celebrated its
world debut in spring  at the Geneva International
Motor Show. Both the MINI John Cooper Works and the
MINI John Cooper Works Clubman were presented to
the public at this event. In conjunction with the renewed
foundation and repositioning of John Cooper Works, the
brand image was revised and a new logo designed. A range
of communication measures was employed to support
the introduction of products onto the market, including a
campaign aimed at opinion leaders and an international
press event held in summer . The MINI brand an-
nounced
an addition to the model range when it presented
the MINI Crossover Concept at the Paris Auto Show.
Rolls-Royce launches the Phantom Coupé
The main emphasis of the marketing activities of Rolls-Royce
Motor Cars in  was the market launch of the fourth
model within the Phantom family: the Phantom Coupé.
The world debut of the Phantom Coupé was celebrated
at the Geneva International Motor Show. The new model
was presented to members of the press in the course
of
a journey right across Europe, starting in Goodwood
and
ending in the South of France. In addition, several events
were held worldwide with the support of the dealer organi-
sation, giving customers the opportunity to get to know
the Coupé better. The response to the Phantom Coupé
was very positive: two thirds of purchases were first-time
customers for Rolls-Royce Motor Cars.
Sales organisation restructured
In line with the BMW Group’s new strategic direction, sales
and marketing activities were focused even more sharply
on profitability and greater customer orientation.
During the year under report, a decision was reached to
aggregate the administrative functions of the financial