Driven: Inside BMW, the Most Admired Car Company in the World

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Overview

BMW is perhaps the most admired carmaker in the world–renownedfor a level of luxury and performance that inspires near-fanaticalloyalty in its customers. While other carmakers struggle withfalling sales even with hefty rebates, BMW can’t seem to makecars fast enough. Combining world-class engineering, intelligentmanagement, and a unique corporate culture, BMW producesconsistently superior cars that are the most benchmarked vehiclesin the industry.

In Driven, David Kiley presents...

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Overview

BMW is perhaps the most admired carmaker in the world–renownedfor a level of luxury and performance that inspires near-fanaticalloyalty in its customers. While other carmakers struggle withfalling sales even with hefty rebates, BMW can’t seem to makecars fast enough. Combining world-class engineering, intelligentmanagement, and a unique corporate culture, BMW producesconsistently superior cars that are the most benchmarked vehiclesin the industry.

In Driven, David Kiley presents an inside look at the fabledautomaker, revealing the business philosophy and practices thatmake BMW more than just another carmaker, and the unsurpassedquality that makes a "Bimmer" more than just a car. With uncommonaccess to BMW executives and records, Kiley explains how thecompany emerged from the wreckage of World War II to become themost respected car producer and one of the most profitableautomakers in the world.

Kiley examines the business practices that put BMW on top, andthe marketing efforts that keep it there. BMW’s brand strengthand knack for developing the most sought-after cars in the worldinspire jealousy and admiration among marketers everywhere. Itswell-crafted brand message–The Ultimate DrivingMachine–is widely admired for its clarity and consistency,just as BMW’s cars are admired for their authenticity andperformance.

More than just a company, BMW is an iconic symbol of thesuccessful rebirth of German industry. For the first time in theU.S. media, Kiley introduces readers to the family behindBMW’s success–the mysterious and secretive Quandts.Behind the walls of the family compound in Bad Homburg livesJohanna Quandt, one of Europe’s wealthiest and most reclusivewomen, and her equally wealthy adult children, Stefan and Susanne,who successfully engineered a management coup in 1999. Driven notonly tells the story of BMW, but also the story of one of the mostpowerful families in Europe.

Excepting the occasional speed bump, BMW has seen more than fourdecades of steady growth and success. Kiley explores thecompany’s ups and downs from top to bottom, including thedisastrous acquisition and eventual divestiture of the BritishRover Group and the controversial hiring of head designer ChrisBangle. For business leaders who want to emulate the company’sexcellence, Driven digs deep to reveal the practices that make BMWthe king of the road.

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Product Details

  • ISBN-13: 9780471269205
  • Publisher: Wiley
  • Publication date: 4/2/2004
  • Edition number: 1
  • Pages: 328
  • Sales rank: 464,589
  • Product dimensions: 9.21 (w) x 6.14 (h) x 0.75 (d)

Meet the Author

DAVID KILEY is the Detroit Bureau Chief at USA Today and a journalist with fifteen years of experience covering the auto industry. As an automotive and advertising analyst, he has been featured on Nightline, CNBC, CNN, National Public Radio, and the Today show. He is also the author of Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America, also available from Wiley.

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Table of Contents

Chapter 1. The Ultimate Cars.

Chapter 2. The Ultimate History.

Chapter 3. The Ultimate Family.

Chapter 4. The Ultimate Brand.

Chapter 5. The Ultimate Stylists.

Chapter 6. The Ultimate Blunder.

Chapter 7. The Ultimate Brand Expansion.

Chapter 8. The Ultimate Hydrogen Future.

Index.

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Customer Reviews

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Sort by: Showing all of 4 Customer Reviews
  • Posted January 24, 2009

    more from this reviewer

    Ultimate Boring Book

    Some of the readers may be disappointed with this book: it is not about the story of building the ultimate driving machine, but the history of Bayerische Motoren Werke. This book is for the readers who are interested in learning about the German automobile industry and trade.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted August 3, 2004

    Packed with Knowledge!

    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. We recommend 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.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 6, 2008

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    Posted January 9, 2015

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