What Next for Bmw and Cadillac?

What next for BMW and Cadillac? Strategic shake-ups in the auto industry or umteen 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, ef®ciency and engineering science expertise which has stimulate a loyal customer radix throughout the world. BMWs long-standing marketing message has been simply ``the ultimate whimsical machine\. In the USA, Cadillac was the luxury brand which also inspired millions with ± according to General Motors Group Vice President Gary Cowger ± its `` infrequent blend of technical innovation, design elegance and sophistication\ which at last earned it the ¯attering accolade ``the standard of the world\. However, the world has transferd, and change has an inevitable habit of disrupting charge the most glittering of legacies. Indeed, these both stalwarts of the motor industry will be the ®rst to admit that even they cannot simply survive on a glorious heritage alone. Both BMW and Cadillac are facing a crossroads in their illustrious histories. But can they take the right bite?

F BMW ups the stakes According to Business Week, a decade ago BMW was basically about three main products ± the 3 series, 5 series and 7 Series cars which were eloquently described by chief executive officer Helmut Panke as ``three differently sized slices of the same blimp\. Today the situation is quite different. Under Pankes leadership BMW has ambitions to ringlet out a new or improved modelling roughly every quarter right through to 2005. intelligibly a major strategic transformation is taking discover in Munich and it has attracted a great deal of interest. At the knocker of this interest lie two testing questions. Can a company that has built a near bulletproof paper for quality and reliability ramp up its production this signi®cantly without conciliatory its hallmark values? And also, with the planned launch of the 1 Series small car, is BMW perhaps taking a costly and paradoxical step in the wrong direction?... If you want to limit a full essay, order it on our website: Orderessay

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