Bayerische Motoren Werke(BMW)

Chitkara University – Brandmanagement

31.08.2011

History of BMW

1916 201119801929 1933 1948 2000

A company with an huge history..

Let´s start at the beginning...1929

1916

1919

1945

19331975

2005

1945

1945

1989

2011

2005

1960

1974

History of BMW

• 1916: Founding of Bayerische Flugzeug Werke (BFW) incorporated "Gustav Otto Flugmaschinenfabrik„ Production of aircraft engines

• 1917: Founding of Bayerische Motoren Werke (BMW GmbH)renaming of

„Rapp- Motorenwerke„ Products: aircraft engines

• 1918: BMW GmbH went public and became the BMW AG

History of BMW

• 1919: The first plane flight to 9670 meters - the engine was made by BMW

• 1922: Relocation & fresh startDue to the ban on aircraft engines BMW AG sold it´s engine

production and the name BMW to Bayerische Flugzeug Werke (BFW)

Moving into the company of BFW

Founding of BFW in 1916 this date is today seen as the real date of establishment of the BMW AG!

History of BMW

• 1933: Aircraft engine production activities increased• 1934: BMW AG hived off it´s aircraft engine division into BMW

Flugmotoren GMBH

In 1936 these two established the „Flugmotorenfabrik Eisenach GmbH“

• 1939: BMW took over Brandenburgische Motorenwerke GmbH & incorporated the plant and the company into the BMW AG!

History of BMW

• 1945: Rebuilding almost from the scratch due to the 2nd world war!

In return for repairing US army vehicles, BMW was allowed to produce spare parts, agricultural equipment & bicycles. Also motorcycles, but they were not able to!

History of BMW

• 1948: Fresh start with two wheelers

The first volume production model, was successfully sold due to the shortageof the German market as a result of the war

In 1950 18% of their production of two wheelers have been exported

History of BMW

• 1959: BMW remains independentIn the 1950´s company situation became very difficult!

Daimler Benz made an offer to restructure the company, what was rejected by the workforce and small share holders.

Through their faith and determination Herbert Quandt

was impressed and increased his shares what finally saved BMW!

History of BMW

• 1967: New production plant in DingolfingFor the next three decades Dingolfing became home to the largest BMW plant

worldwide

Still today Dingolfing is the largest BMW production plant with 18,000 employees

Virtual plant tour: http://www.bmw-werk-dingolfing.de/dingolfing/htdocs/lowband/com/en/index.html

History of BMW

• 1970: Eberhard v. Kuhnheim became Chairman just aged 40 the company became an intern. brand under his leadership!

• 1972: BMW ventures South AfricaDue bankruptcy of the importer BMW decided to build up a plant

for not losing the S.A. market

History of BMW

• 1972: BMW returns to the motor sport

With this experience they launched a new version of cars which have a sport engine inside BMW M1

History of BMW

• 1973: New headquarter in MunichThe form of the new headquarter illustrated a four cylinderDue to the fast growth of BMW it was already too small

History of BMW

• 1973: Establishing of subsidiaries worldwidee.g. Singapore

• 1984: Establishing of a new production plant in Berlin

History of BMW

• 1985: Establishing of BMW Technik GmbH

A think tank with the best engineers, designers & technicians of BMW to ensure future success

History of BMW

• 1992: BMW ventures into the U.S.ABMW established a production plant in Spartanburg/ California,

designed especially for the production of Z3 roadstar.Since 1999/1998 there will also produced the BMW X3 & X5

History of BMW

• 1994: Purchase of the Rover Group In order to expand rapidly and gain market share in different

segments BMW purchased the British Rover Group with the brands: MG, Rover, Mini & Land Rover

History of BMW

• 1998: BMW acquired the right to name cars „Royce Rolls“ from 2003 on

BMW already started planning new models & design

History of BMW

From 2000 onwards:• Rolver, MG & Land Rover sold againAfter a rising currency exchange rate and rising restructuring cost

BMW sold Rover, MG for a nominal price of ten pounds. Land rover have been sold directly afterwards

The Mini Brand was retained in the company

History of BMW

After the Rover debacle BMW realign the company Today BMW offers compact cars to luxury cars of the brands: BMW,

Mini & Rolls Royce Besides cars BMW offers motorcycles and bicyclesOverseas subsidiaries: U.S.A, South Africa, India, China, EgyptRevenue: 60.48 billion €Employees: 95, 450Logo was used for the first time in 191830th place of the most valuable global brands 2011

BMW- Today

History of the BMW logo

This picture has lead to the assumption, that the logo of BMW arise out of the symbol of an airscrew

But this picture was made approx. 10 years later

History of the BMW logo

Logo of the first company “Rapp Motoren Werke” which was renamed BMW GmbH in 1917

History of the BMW logo

Change of the RAPP logo to BMW logo

History of the BMW logo

The colour was influenced by the Bavarian flag

Due to the fact that the real colour pattern white-blue was reserved for aristocrats, BMW used the blue-white colour pattern for it`s logo

History of the BMW logo

History of the BMW logo

History of the BMW logo

The logo as we know it today

THANK YOU FOR YOUR ATTENTION!