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

Front Cover
John Wiley & Sons, Apr 2, 2004 - Business & Economics - 310 pages
3 Reviews
An exclusive look at one of the world′s most successful andcontroversial companies, and the mysterious family behind it.

BMW is arguably the most admired carmaker in the world. It′sfinancial performance is the envy of its competitors, and BMWproducts inspire near–fanatical loyalty. While many carmakersstruggle with falling sales, profits and market share, demand forBMWs continues to grow, frequently outpacing production. Now, DavidKiley–Detroit Bureau Chief at USA Today and author of Getting theBugs Out, which covered Volkswagen′s demise and rebirth, goesinside the fabled German automaker to see how it does what it doesso well. With unprecedented access to BMW executives, Kiley goesbehind the walls of BMW′s famed "Four Cylinders" headquarters inMunich at a time when the company is in its most aggressive, andsome say riskiest, expansion in its history and when some of thecompany′s new products, like the 7 Series sedan and Z4 roadster,are for the first time drawing as many barbs from critics asbouquets. Kiley covers intimate details of the boardroom dramasurrounding the company′s nearly disastrous acquisition andsubsequent sale of the British Rover Group and its expansion intoselling MINI and Rolls Royce cars. Besides being a world–classcarmaker, BMW is also considered one of the smartest consumermarketing companies and Kiley explores the extraordinary value andmanagement of the BMW brand mystique. He also takes a revealinglook at the mysterious and ultra–private Quandt family of BadHomburg Germany, which owns a controlling stake in BMW: Johanna andSusanne Quandt, two of the wealthiest women in Europe and StefanQuandt, one of the wealthiest bachelors on the continent.

David Kiley (Ann Arbor, MI) is the Detroit Bureau Chief at USAToday who has covered the auto industry for 17 years. He has beenfeatured on Nightline, CNBC, CNN, MSNBC, NPR and the Today show. Heis also the author of Getting the Bugs Out: The Rise, Fall, andComeback of Volkswagen in America (0–471–26304–4), also availablefrom Wiley.


What people are saying - Write a review

LibraryThing Review

User Review  - DylanDavis - LibraryThing

I'm not sure if Kiley is a new fan to BMW or if he simply wanted to give equal weight to all facets of the company history. I felt, as a lifelong Bimmerhead, that he sometimes skimmed over major ... Read full review

User Review - Flag as inappropriate

I like BMWs becuse I like them I like buying one there cool.

Selected pages


The Ultimate Cars
The Ultimate History
The Ultimate Family
The Ultimate Brand
The Ultimate Stylists
The Ultimate Blunder
The Ultimate Brand Expansion
The Ultimate Hydrogen Future
The Ultimate Outlook

Common terms and phrases

References to this book

About the author (2004)

DAVID KILEY is the Detroit Bureau Chief at USA Today and a journalist with fifteen years of experience covering the auto industry. As an automotive and advertising analyst, he has been featured on Nightline, CNBC, CNN, National Public Radio, and the Today show. He is also the author of Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America, also available from Wiley.

Bibliographic information