The Legacy of BMW
The Ultimate Driving Machine. That is the slogan of BMW, the famous automaker. But how did BMW become the luxury automaker brand it is today, and why does the company have such a simplistic looking logo, and such advanced automobiles?
BMW, which stands for Bavarian Motor Works (or Bayerische Motoren Werke in German) was founded in the year 1913 by a Bavarian man named Karl Rapp. Karl wanted to produce his own aircraft engines, and did so for a couple of years in an old bicycle shop, however he soon had to instead use to facility to manufacturer Austro-Daimler aircraft engines under license because of problems that were affecting his own aircraft engines.
The BMW logo represents an aircraft propeller to remind the public of the company's origins. Although the company is based in Germany, the colors of the logo are the same from the color of Bavaria's flag; the home of the founder of BMW, Karl Rapp.
BMW's history of producing aircraft engines was cut short however, as after World War I, the Treaty of Versailles banned any company in Germany from producing aircraft. Because BMW at the time was just an aircraft engine manufacturer, the company had to find a new industry, or dissemble itself.
The BMW factory was soon closed, and the company began making railroad brakes before the company started to get into the motorcycle industry. Within five years, the company had first designed a motorcycle engine for another company and then produced their own motorcycle. BMW's motorcycle engines were hailed as achievements, just like their previous aircraft engines.
By the end of the 1920's BMW would have already produced their first automobile. It would not be until the 1930's however before BMW really "took off" with the automobile revolution. BMW continued to build all sorts of vehicles during the 1940's, as the German military utilized most of the vehicles. In the mid forties however, BMW was dealt yet another blow as allied forces either destroyed the BMW factories, or took them over.
After the BMW factories were bombed, BMW was left quite quiet over the next five or so years. It really wasn't until 1952 that the company was able to get back onto its feet by releasing its first passenger vehicle since the war. Although BMW was producing luxury vehicles in the early fifties, they were not gaining much market share, nor were they making the type of profits that they were used to seeing earlier.
BMW finally received its wish in the sixties when it was able to get into the luxury market, and stay there even up until today. The company continued to rebuild its reputation during the sixties and by the beginning of the seventies the company was bigger than it had ever been.
As BMW became more and more powerful, the company looked into ways that it could gain more customers and more profits. In 1994, began a brief ownership of several English brands, including Rover and Mini. While BMW had the intention of using the Rover brand to attract new audiences, the plan ultimately back fired and left BMW with several years of losses before BMW finally kicked the Rover brand out the door in 2000. BMW however was able to take the Mini brand and totally led to revitalization of the brand, including reintroducing the brand in North America.
During the early nineties, BMW also joined together with another luxury car brand Rolls Royce. In the joint venture, BMW would provide the engines for Rolls Royce models. Near the end of the decade, BMW and its rival VW both tried to buy out the Rolls Royce brand. Although VW won, BMW still held onto the rights of the Rolls
Royce brand name from the earlier joint venture. As a result, VW was able to use the "Spirit of Ectasy" emblem, however it could not produce vehicles under the Rolls Royce name plate.
Another move the German automaker has made recently is that the company has begun to produce the BMW vehicles outside of Germany, and in other parts of the world. Although it has been producing its vehicles in factories in areas such as South Carolina (USA), the company has begun building factories in places such as India, and working with automakers in China to build some models. This has caused some outrage to drivers loyal to the brand, because they believe that they are paying for a luxury automobile, not a for a vehicle assembled in such an area
where luxury vehicles should not be assembled.
BMW has come a long way in the past ninety some odd years. It is hard to imagine that a luxury car company was founded by a Bavarian man who simply wanted to make aircraft engines. From its brief stint in the design and manufacturing process of aircraft engines to being the automaker it is today, BMW has come a long way. What
will the future hold for the company?
