Hello, I am Dejan Joksimovic, this is my partner in the presentation, Jelica Milivojevic.

Today I will
talk about Bmw. Bayerische Motoren erke !" #in$o% #BM%, #&n'lish( Bavarian Motor orks% is an
independent "erman automobile manu$acturin' company $ounded in )*)+. It also produces
motorcycles, is the owner o$ the MI,I brand and is the parent company o$ -olls.-oyce Motor
/ars.
History of BMW
!$ter orld ar I, BM were $orced to cease aircra$t #en'ine% production by the terms o$ the
0ersailles !rmistice Treaty. The company conse1uently shi$ted to motorcycle production in
)*23 once the restrictions o$ the treaty started to be li$ted, $ollowed by automobiles in )*24.
The circular blue and white BM lo'o or roundel is o$ten alle'ed to portray the movement o$ an
airplane propeller, to si'ni$y the white blades cuttin' throu'h the blue sky..an interpretation that
BM adopted $or convenience in )*2*, which was actually twelve years a$ter the roundel was
created. In $act, the emblem evolved $rom the circular -app Motorenwerke company lo'o, $rom
which the BM company 'rew. The -app lo'o was combined with the blue and white colors o$
the $la' o$ Bavaria to produce the BM roundel so $amiliar today. The early success o$ the
outstandin' BM IIIa inline.si5 aviation en'ine, $rom )*)6.)4 in orld ar I, with the
7u$tstreitkr8$te in a limited number o$ 9okker D.0II $i'hters, as well as a number o$ prototype
:inline.si5: $i'hters $rom various manu$acturers, mi'ht have actually in$luenced the BM lo'o;s
desi'n.
Production
Total world production in 2<<+ was ),3++,434 vehicles produced in = countries.
The -32, the $irst BM motorcycle.
BM be'an buildin' motorcycle en'ines and then motorcycles a$ter orld ar I. Its motorcycle
division is now known as BM Motorrad. Their $irst success$ul motorcycle, a$ter
the $ailed Helios and 9link, was the :-32: in )*23.
BM roundel in )*3*
Durin' the >econd orld ar, BM produced the BM -6= motorcycle with a sidecar
attached. 9eaturin' a uni1ue desi'n copied $rom the ?@ndapp A>6=<, its sidecar wheel was also
motor driven. /ombined with a lockable di$$erential, this made the vehicle very capable o$$.road,
an e1uivalent in many ways to the Jeep.
In )*43 came the A >eries #a$$ectionately known as :The 9lyin' Brick:%,#/orrection, :The $lyin'
brick: was the nickname o$ The BM A) model% still sha$t drive but now water cooled and with
either 3 or B cylinders mounted in a strai'ht line $rom $ront to back. >hortly a$ter, BM also
started makin' the chain.driven 9 and " series with sin'le and parallel twin -ota5 en'ines. In 2<<B,
BM introduced the new A)2<<> >ports Bike which marked a departure $or BM. There are many
series such as the BM ), 3, =, +, 6, etc.
4 Segments BMW reacted
). CDpper liberals,E includes socially conscious, open.minded pro$essionals o$ten with $amilies who
were success$ul in the *<s. They were predominantly 0olvos, >aabs and >D0s drivers.
2. CFost.modernsE are hi'h.earnin' innovators like architects, entrepreneurs and artists. They are
hi'hly individualistic and 'ravitate toward head.turners like convertibles and roadsters.
3. CDpper conservativeE are wealthy, traditional thinkers. TheyGve never been that interested in drivin'
sporty cars like BMs, and consider lu5ury and com$ort over drivin' per$ormance. They would
normally purchase the Mercedes >.class and Ja'uars as they strive $or ele'ance and sophistication.
B. CModern mainstream.E These are $amily.oriented and active and normally purchase the near.
premium brands like Honda or 0olkswa'en( BMs were considered too e5pensive $or them. But
increasin' numbers o$ them are lookin' to move up above the middle class and are open to lu5ury.
brand cars.
European perspective
Take in consideration &uropeansG purchasin' power decrease
-educe sales price
Make promotional o$$ers#usin' >tatesG subventions%
Diversi$y options
Hi'her &uropean decrease o$ /H2 emissions
Di$$iculties to make reliable sales previsions $or 2<<* due to crisis
Hi'h technolo'ies
BM active hibrid
Biometrics reco'nition
Dear ladies and 'entlemen, thank you $or listenin'. Do you have any 1uestionI