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Driven: Inside BMW, the Most Admired Car Company in the World | [David Kiley]

Driven: Inside BMW, the Most Admired Car Company in the World

BMW is arguably the most admired carmaker in the world. It's financial performance is the envy of its competitors, and BMW products inspire near-fanatical loyalty. While many carmakers struggle with falling sales, profits and market share, demand for BMWs continues to grow, frequently outpacing production. Now, David Kiley goes inside the fabled German automaker to see how it does what it does so well.
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Publisher's Summary

Here is an exclusive look at one of the world's most successful and controversial companies, and the mysterious family behind it.

BMW is arguably the most admired carmaker in the world. It's financial performance is the envy of its competitors, and BMW products inspire near-fanatical loyalty. While many carmakers struggle with falling sales, profits and market share, demand for BMWs continues to grow, frequently outpacing production.

Now, David Kiley, Detroit bureau chief at USA Today and author of Getting the Bugs Out, which covered Volkswagen's demise and rebirth, goes inside the fabled German automaker to see how it does what it does so well. With unprecedented access to BMW executives, Kiley goes behind the walls of BMW's famed "Four Cylinders" headquarters in Munich at a time when the company is in its most aggressive, and some say riskiest, expansion in its history, and when some of the company's new products, like the 7 Series sedan and Z4 roadster, are for the first time drawing as many barbs from critics as bouquets.

Kiley covers intimate details of the boardroom drama surrounding the company's nearly disastrous acquisition and subsequent sale of the British Rover Group and its expansion into selling MINI and Rolls Royce cars.

Besides being a world-class carmaker, BMW is also considered one of the smartest consumer marketing companies and Kiley explores the extraordinary value and management of the BMW brand mystique. He also takes a revealing look at the mysterious and ultra-private Quandt family of Bad Homburg Germany, which owns a controlling stake in BMW: Johanna and Susanne Quandt, two of the wealthiest women in Europe, and Stefan Quandt, one of the wealthiest bachelors on the continent.

©2002 Paul Lawrence; (P)2009 Audible, Inc.

What the Critics Say

"David Kiley does an excellent and timely job of exploring what has been right about BMW and asking the right questions about whether it will continue to lead the industry in brand and product focus and excellence. A fascinating read." (Bob Lutz, Vice Chairman, General Motors)
"David Kiley has captured the unique DNA of BMW and presents it in a straightforward and readable manner. He gets at the essence of the BMW brand and what makes it tick." (J. D. "Dave" Power lll, Founder, J. D. Power and Associates)

What Members Say

Average Customer Rating

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Performance
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    Khoi Duy Ta Lancaster, CA 02-12-13
    Khoi Duy Ta Lancaster, CA 02-12-13

    Khoi Ta, 1LT (USAF), ex-Cpl (USMCR)

    ratings
    REVIEWS
    2
    2
    Overall
    Performance
    Story
    "Good book for BMW fans"
    Would you try another book from David Kiley and/or Jay Snyder?

    Yes, why not


    Would you be willing to try another book from David Kiley? Why or why not?

    Yes, why not


    Have you listened to any of Jay Snyder’s other performances before? How does this one compare?

    No


    If this book were a movie would you go see it?

    Hmm.. if it was a docu


    Any additional comments?

    If you own a BMW or love their cars, you should listen to this book. It's little dated. But it does a good job of telling the story of how BMW rose to become "The Ultimate Driving Machine", it's poor decision buy with Rover brand, better decision to buy the Mini Cooper brand and Rolls name, and the resulting company from. It recently bought a bimmer, so it gave me a little insight into the history of the my car.

    0 of 0 people found this review helpful
  •  
    Arnold Atlanta, GA, United States 06-21-10
    Arnold Atlanta, GA, United States 06-21-10 Member Since 2007
    HELPFUL VOTES
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    Overall
    "Corporate,Dry, Boring"

    I own a BMW. I have owned several other BMW's. I think they are exciting to drive and built well. This book is not exciting. The history starts well into the body of the book, where I thing it should start at the beginning. The reader is good, but this corporate account of most all of the BMW's since inception comes off as a company production. Interesting but not compelling reading.

    0 of 0 people found this review helpful
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