What next for BMW and Cadillac?

For many BMW drivers, owning a BMW is about much more than merely owning a form of transport. The BMW name has become a symbol of quality, efficiency and engineering expertise which has inspired a loyal customer base throughout the world. BMW’s long‐standing marketing message has been simply “the ultimate driving machine”.

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Year of publication:	2004
Published in:	Strategic Direction. - Emerald Group Publishing Limited, ISSN 1758-8588, ZDB-ID 2089990-7. - Vol. 20.2004, 1, p. 4-6
Publisher:	Emerald Group Publishing Limited
Subject:	BMW \| Cadillac \| Motor industry \| Brands \| Strategy

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Type of publication:	Article
Type of publication (narrower categories):	viewpoint
Language:	English
Other identifiers:	10.1108/02580540410510447 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10015009749