The Big Story: BMW's Identity Crisis

The Big Story: BMW's Identity Crisis

Bavaria’s blue and white brand appears to be in turmoil: Top executives are leaving, sales are down, new models are turning few heads and U.S. dealers are agitated. Rivals have worked so hard to emulate BMW that attractive options are numerous.

A storm is brewing in Munich, and it won’t blow over anytime soon.

Taking cover would be advised, except the only way to ride out this squall is with leadership making bold decisions to correct a series of missteps that have angered dealers, disappointed consumers, baffled analysts and knocked the BMW brand on its heels.

What’s most intriguing, the blue and white roundel is doing fairly well in most overseas markets
but now is suffering in two that are the most important: Germany and the U.S. For years, both have been safe shelters for increasing sales volume and profits.

Mini and Rolls Royce are doing OK as small pieces of the BMW Group, but ominous clouds clearly are visible for the BMW flagship brand.

TAGS: Dealers
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