What are Mission Vision & Core Values of Bayerische Motoren Werke Company?

The BMW mission statement encapsulates two primary objectives: providing mobility solutions and fostering an emotional connection with customers. This dual focus distinguishes BMW in the automotive industry.

BMW primarily targets individuals seeking premium mobility experiences. Their product portfolio includes a range of premium automobiles and motorcycles, along with financial and mobility services. In 2023, BMW Group delivered approximately 2.55 million vehicles worldwide.

BMW's market scope is undeniably global, with production sites and sales networks spanning over 140 countries. This extensive reach underscores the company's commitment to serving a diverse international clientele. The company's global revenue in 2023 was approximately €155.5 billion.

The unique value proposition of BMW lies in the emotional response its products elicit, often encapsulated in the phrase 'Sheer Driving Pleasure.' This goes beyond mere transportation, offering an inspiring driving experience. This is a core element of the BMW strategy.

The mission is inherently customer-centric, aiming to satisfy both the functional need for mobility and the emotional desire for an engaging driving experience. This focus is crucial for understanding BMW's brand identity.

The mission implies a strong emphasis on innovation to create products that are both technologically advanced and emotionally appealing. The development of the NEUE KLASSE electric vehicles exemplifies this commitment. BMW invested approximately €7.5 billion in research and development in 2023.

The vision statement clearly positions BMW as a forward-thinking organization. It's not just about maintaining its current position; it's about leading the charge in the evolution of individual mobility. This forward-thinking approach is critical in a rapidly changing market, especially with the rise of electric vehicles and autonomous driving technologies.

Being "the most successful" implies more than just financial gains. It encompasses market share, brand reputation, customer satisfaction, and technological prowess. BMW aims to excel in all these areas, solidifying its position as a premium brand. This ambition drives innovation and continuous improvement across all facets of the business.

The emphasis on "most sustainable" is a key differentiator. BMW recognizes the growing importance of environmental responsibility. This commitment is reflected in its investments in electric vehicles, sustainable manufacturing processes, and the use of eco-friendly materials. This is a direct response to consumer demand and regulatory pressures worldwide.

The vision is explicitly focused on "premium manufacturer for individual mobility." This clarifies BMW's target market and product focus. It reinforces its commitment to the high-end segment of the automotive market, where it can leverage its brand strength and technological advantages. This focus allows BMW to maintain higher profit margins and invest heavily in R&D.

The vision is both realistic and aspirational. BMW is already a leading premium manufacturer, so the goal of being "most successful" is within reach. However, achieving "most sustainable" requires significant effort and innovation. This balance ensures that the vision inspires and motivates the company while remaining grounded in reality.

This vision statement guides BMW's strategic decisions. It informs investments in electric vehicle technology, digital services, and sustainable manufacturing practices. It also shapes the company's brand identity and its approach to customer engagement. The BMW strategy is directly aligned with this overarching vision.

The NEUE KLASSE platform represents a pivotal strategic decision, directly influenced by BMW's vision for the future. This platform is central to BMW's electric mobility strategy, ensuring a focus on innovative and sustainable solutions.

BMW's mission to evoke emotions and provide a premium individual mobility experience drives the development of advanced digital features. This focus ensures that BMW vehicles offer cutting-edge technology and a superior user experience.

BMW's commitment to a circular economy and reducing CO2 emissions across the supply chain is a direct result of its sustainability focus. This commitment is a key element of the BMW vision.

The increase in battery electric vehicle (BEV) sales demonstrates the tangible impact of BMW's strategic alignment with its mission and vision. In the first quarter of 2025, BMW Group delivered over 109,516 fully-electric vehicles, a 32.4% increase compared to the previous year.

BMW's target to reduce CO2 emissions by 40% per vehicle by 2030 across the entire value chain reflects its commitment to sustainability. This target underscores the company's dedication to environmental responsibility, a core aspect of its BMW core values.

Oliver Zipse, Chairman of the Board of Management of BMW AG, emphasizes the balance between near-term performance and long-term perspective. His focus on the NEUE KLASSE highlights the influence of the vision on long-term planning.

Leadership plays a pivotal role in reinforcing the BMW mission and vision. Executives, including CEO Oliver Zipse, actively communicate the company's strategic direction and the importance of initiatives like the NEUE KLASSE to employees and stakeholders.

BMW communicates its mission, vision, and core values through various channels. These include annual reports, investor presentations, and corporate publications, ensuring transparency and alignment with stakeholders.

BMW's commitment to its core values is evident in its business practices. The company invests significantly in employee development and environmental sustainability, demonstrating its dedication to its stated principles.

BMW actively pursues sustainability through various initiatives. These include efforts to achieve zero landfill waste at its vehicle plants and the use of renewable electricity in production, supported by formal programs like its certified environmental management system.