BMW's Shifting Strategy

CEO Helmut Panke says a slew of new models is meant to meet the market's demand. The challenge: Doing so while keeping margins rich

Bavarian Motor Works is embarking on the biggest product expansion in its history in a bid to increase sales of its premium autos by 40% -- to 1.4 million cars -- in 2008. In July, BMW's linchpin luxury sedan, the 5 Series, hits the market, showcasing the German carmaker's latest high-tech innovations. A slew of other new models will follow (see BW European Cover Story, 6/09/03, "BMW: The Ultimate Marketing Machine").

To continue reading this article you must be a Bloomberg Professional Service Subscriber.