In 40 years, BMW has turned itself into the premiere luxury auto brand, dwarfing competitors. The secret to its success? Variety.
In 1975, when Bayerische Motoren Werke AG opened its first dealership in the U.S., the German maker of sporty cars and motorcycles was barely known to American motorists. Now, 40 years later, BMW is the country’s top seller of luxury automobiles and the 11th most valuable brand worldwide, according to Interbrand’s 2014 survey.
How did it manage it?