Bayerische Motoren Werke AG established its first dealership in the US in 1975, and it was a completely unknown brand at the time. Almost five decades later, BMW is one of the leading luxury brands in the US market. But how did it get to the current heights?
Premium Quality
The US, the second biggest market for BMW, is an important focus for the manufacturer’s decision-making process. It is the market for brand shaping, and that is apparent in the luxury, connectivity, driving dynamics, and contemporary design the model offers.
The vehicle that carries a circular blue and white logo has a reputation for quality, style, and class, and its cabin has so much quality that it resembles a premium lounge. The variety of technology, comfort and safety, and the resulting driving experience underscore why the vehicle is the favorite of so many in the country.
Variety
By 2015, the German automaker had a little over 100 models, with various engines, body styles, and sizes in the US. This variety ensures motorists don’t get bored and go to rival car makers such as Mercedes Benz, Lexus, and Audi. The massive spread of model lines is a skill that the brand has mastered, and this has made them competitive.
The automaker has invested massively in new models, and any current BMW owner that wishes to trade or whose lease has expired finds there are numerous upgrades to choose from.
Agility in Manufacturing
Building so many models within a short time is not for everyone. It requires a manufacturing system with sufficient agility and capacity, and BMW has excelled in this.
BMW has various plants worldwide, and several are in the US and are in a joint venture with others, such as SGL Automotive Carbon Fibers. This provides for better logistics and efficiency. The flexibility of BMW assembly lines necessitates cost-effectiveness, and they can manufacture new models easily and quickly. This manufacturing agility pays off through competitiveness in the US market.
