BMW Mission Statement

This is Bayerische Motoren Werke AG mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

NameBayerische Motoren Werke AG
LogoBMW logo
Industries servedAutomotive
Geographic areas servedWorldwide
Current CEONorbert Reithofer
Revenue€ 76.848 billion (2012)
Profit€ 5.122 billion (2012)
Employees105,876 (2012)
Main CompetitorsChrysler Group LLC, Daimler AG, Ford Motor Co., General Motors Company, Honda Motor Company, Nissan Motor, Tata Motors, Ltd., Toyota Motor Corporation, Volkswagen AG and many other automotive companies.

BMW is an automobile and motorcycle manufacturer based in Munich, Germany. The company sells BMW, Rolls-Royce and Mini cars and BMW Motorrad and Husqvarna motorcycles. In 2012, Forbes announced BMW as the most reputable business in the world.


BMW mission statement 2013

“The BMW Group is the world’s leading provider of premium products and premium services for individual mobility.”
Does it include…?
CustomersProducts/ ServicesMarkets
TechnologyConcern for survivalPhilosophy
Self-conceptConcern for public imageEmployees
Does it mention values like…?Customer or product-oriented?

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)


BMW Group’s mission has scored only 1.2 points out of 4.5, which is a very low score, indicating a poorly structured mission. BMW only mentions markets and self-concept (premium provider) in its mission and doesn’t include the other 7 essential components of a comprehensive mission. BMW doesn’t reveal what values guides company’s operations. The mission is customer-oriented, enduring and inspiring and sounds more like a vision rather than a mission. In overall, BMW’s mission doesn’t reveal company’s reason for being and provides little information for its stakeholders.


  1. BMW Group (2013). Company Portrait. Strategy. Available at:

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