Strengths

 BMW is known for constant product innovations and technological advancements which
has made it a leading car brand.
 BMW has a diversified portfolio including SUVs and Luxury Sedans as well as sports
car.
 Most of the cars are equipped with iDrive, an in-car infotainment system, which connects
all the inner functionalities and capabilities.
 Great Styling and elegant interiors are the feature of BMW cars.
 It is one of the oldest car manufacturers and have strong market presence and legacy.
 Diversification in business through brands like Mini and Motorrad as well as Husqvarna
have helped BMW grow.
 BMW has excellent advertising and is top of the mind luxury brand, also involved in
motorsport and sponsorship of global events.

 Nearly 100,000 employees and produces approx 1.5 million cars per annum.

 BMW is globally present especially in countries like USA, India, Brazil, South Africa,
Japan, Europe etc.

 The company is also known for manufacturing sports motorcycles.

Weaknesses
 Strong competition from other luxury manufacturers means BMW has a constant fight for
market share.
 Being a popular brand, minor controversies are blown out of proportion which affects the
image.
 While competitors like Volkswagen own several top brands, BMW lacks brand portfolio,
lacks product differentiation and consists only of BMW, MINI, and Rolls-Royce.
 BMW vehicles are complicated and expensive to maintain.
 Autonomous-driving features may not appeal to all BMW drivers.
 By offering cheaper models, such as the X1 SUV or series 2, BMW is diluting its brand
value as a premium car manufacturer.
 BMW has historically high debt levels, which exposes the company to financial risk.