Introduction
BMW Group is one of the most successful automotive companies in the world and is a considered a brand leader in the premium market segment in the United States. Despite competitive pressures within the market segments and among the low and mid-priced automotive, BMW’s vehicle volume sales continued to increase by 5.2% in 2015, thanks to the normalization of the global economy. Its revenues also increased by 14.6% and reached $92.2 billion while its net income reached $6.4 billion, a 10% increased from the previous year (BMW Group, 2016). As per location, Germany accounted for 42.6% of the ...
