BMW 2003 Annual Report Download - page 143
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13
It is the BMW Group’s goal to be the most successful premium manufacturer
in the automobile industry. To this end, the Company is pursuing a market and
product offensive whose scope and dimensions are unique in the Company’s
history. 2003 provides impressive evidence of this. It was, after all, a year in which
the Company literally put the entire strength of its product and market offensive
on the road. Never before has the BMW Group introduced so many new products
within a single year. Further important vehicles will follow in 2004: the BMW brand
will launch the new 1 Series and the 6 Series Cabrio, and the MINI brand will add
Convertibles to its model range. The BMW Group will then have three brands and
ten model ranges.
The BMW Group seizes on opportunities for growth and expansion on the
market side just as resolutely as it develops its product range. For the BMW Group,
growth means increasing sales of the existing product range in the established
triad markets, i.e. in Europe, the United States and Japan.
At the same time, the BMW Group is continuing the Company’s regional
expansion, thus opening up segments and markets that offer new opportunities
for the Company and its brands. In this respect, the markets of Eastern Europe
and, in particular, Asia play a decisive role for the
BMW
Group. As their economies
grow, these regions develop promising market potential for premium products.
With its product and market offensive, the BMW Group is set to achieve
steady, profitable growth in the coming years. At the same time, the increased
demands that this growth generates need to be addressed inside the Company.
The production and development network of the BMW Group creates the right
conditions: by using “breathing” structures that permit the efficient and sustain-
able use of resources, by thinking and working in networks, thus engendering
the flexibility that gives the Company its competitive edge, and by looking ahead
so as to drive innovations and develop products that are valued the world over.