Driven
This is one of the few dedicated books that provide a complete
inside picture of the makings of a great car manufacturing
company, in this case - the BMW. A keen auto journalist, David
portrays the complete canvass of the brand called BMW, the
unceasing effort undertaken to make its cars distinctive, the
clear focus of its brand identity with the affluent, its
inseparable link of design to marketing as well as the
disastrous consequences of the Rover deal acquisition. The book
makes for compelling reading as the author gives all the inner
details of the finer aspects of the car components and
structure, the behind-the-scene corporate maneuvering, the ups
and downs in the owner's family, the heavy cost incurred due to
the wrong decision on Rover deal acquisition and the poor
response received to redesigning attempts. What makes the book
interesting is that it never gets too technical to be boring but
combines all the interesting details about the engineering and
marketing philosophy of BMW along with the tumultuous history of
the company.
In all a racy book worth reading not only for auto journalists,
car manufacturers, and professionals, but even owners of the
proud car, and any lay person wanting to know the complex road
that the company traversed to produce its brand of highly
exclusive and renowned cars.