James McDowell, Manging Director, MINI USA, BMW of North America

ANA Marketing Maestros, October 6, 2006 — James L. McDowell told us the story of the MINI – one of the most important products for BMW.  He starts out by asking how many in the audience have a friend with a MINI, where about 1/3 of the crowd raises their hands.  He tells us that the MINI has actually been around since the 50’s – starting with the Austin 850

Opposites attract

What do you do when consumers want something you don't have? Give it to them.

CMO Magazine, November 1, 2005 — A BMW is not for everybody. And not just because it's out of reach for some pocketbooks. To some, the car is a symbol of status, which is exactly why they wouldn't go anywhere near it.

rise of the creative consumer: focus on innovation†

Economist, March 10, 2005 — How and why smart companies are harnessing the creativity of their customers

Navigating Curves: BMW's Push to Broaden Line Hits Some Bumps in the Road†

World-Wide Sales Are Up, But Style, Tech Glitches Turn Off Longtime Fans --- A Wurst in Three Sizes

Wall Street Journal, January 11, 2005 — Ten years ago, BMW AG looked into the future and concluded its business was in danger of running out of gas