Inside BMW, the Most Admired Car Company in the World
Think of a BMW: luxury, upscale image, excellent cars - these things do not happen by accident, you know.
In this summary, you will learn
- How BMW makes its cars distinctive
- How it maintains its laser focus on its market
- How it lost billions on an ill-conceived acquisition
|Level of Expertise|
Why you should read Driven
Anyone who has ever driven a BMW wonders why the car feels so uncannily nimble and supple. Automotive journalist David Kiley answers that question with an intriguing book that strikes just the right balance between gearhead details, behind-the-scenes corporate maneuvering and compelling story telling. Along the way, Kiley offers insight into BMW’s mostly successful efforts to build its brand. While Kiley sings BMW’s praises, and presents a convincing case that BMW (Bayerische Motoren Werke AG) produces the world’s best cars, he doesn’t shy away from the details of the owning family’s ups and downs, the company’s disastrous Rover deal or the public’s tepid response to its latest redesigns. getAbstract.com recommends this fascinating book to auto enthusiasts and to managers in any industry who aim to build a brand while staying true to their core values.
About the Author
Veteran auto journalist David Kiley is USA Today’s Detroit bureau chief. He has appeared on CNBC, CNN and National Public Radio and is also the author of Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America.
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