BMW epitomizes style. I think we would all love to own a BMW. You only have to look at the sleek elegance of their cars, and the cheetah like designs that portray the sophistication of their brand. This sophisticated style has only been strengthened by the sophisticated and diligent ads that they have created, and their association with movie brands like James Bond. BMW competes in a tough market, where discerning clients are offered a classy range of choice from automakers like Mercedes, Audi, and Volvo. Yet BMW has firmly imprinted itself in this lucrative market by providing a customer experience that is par none in the auto industry. In BMW's latest Sustainable Value Report they reveal the secret to their success: a commitment in every facet of their business to creating the ultimate experience for their clients.

BMW has high standards for itself, and has embedded that in every part of its business. Their cars are designed to be sleek, but elegant, and offer a distinguished sense of refinement and exclusivity, and this experience is built into every interaction that a customer has with BMW. The message is if you stick with BMW your vehicle needs will always be met, and they do so by providing "The Ultimate Driving Experience". Designed to teach drivers of all levels to feel more confident and in control on the roads, the no-fee program offers consumers a chance to drive the redesigned 2006 BMW 330i through an autocross at breakneck speeds. The UED offers three different programs: Autocross Driving Instruction, Student Driver Program, and The Ultimate Drive. Beyond simply having the experience of driving a BMW, participants also do an Audi/BMW/Infiniti comparison, testing the 2006 Audi A4 3.2 and the 2005 Infiniti G35 back-to-back against the redesigned 3 Series. Joanne Helprin, writing for Edmunds.com describes her experience: "The half-day program I attended took place in a large parking lot outside the Santa Anita Racetrack in Arcadia, California, temporarily converted into a test track. The 'UDE,' as it's called, began with a class on driving dynamics, hard braking and safety, led by professional racing instructors. Each participant, in turn, then drove the 3 Series as fast as he or she could through the twists and turns to see how it handled: full-throttle acceleration through straightaway, aggressive cornering into tight turns. Then we did the same with the Audi A4 and the Infiniti G35." What is the effect of this? When potential customers see how the precision handling of the BMW, they are instantly converted, so the faithful following of BMW grows. BMW then enhances this experience by offering BMW owners courses in safe driving techniques, which involve high speed turns on a skid pad, and is great fun. It also helps to enhance awareness of BMW's unique safety features. There is even a social aspect to this program and for every mile driven by customers BMW donates $1 to the Susan G. Komen Breast Cancer Foundation with a goal of $1 million each year. The Ultimate Driving Experience is a blast, and it benefits a good cause. Everyone wins.

If that isn't enough of an experience, you might consider participating in BMW's European Delivery program. The European Delivery program allows you to order a custom built car which you can pick up from their Munich plant in Germany. Following the pick up of your car, you can choose from several structured adventures designed to let you fully experience the BMW sensation. The options include wining and dining in Switzerland, shopping in Germany, and visiting historic castles in Prague. For the free spirits out there, BMW also encourages you to design your own experience, offering information and recommendations for travelers with a more open mind. With these vacations, the joy is truly found in the journey, a journey that bonds you to your new car (and BMW) for years to come. Whether traveling alone or with a companion, this experience creates a bond that you'll be reminded of every time you take your dream machine to the grocery store. Your new BMW becomes a souvenir of your European adventure, arriving at your home several weeks after you return from your trip. BMW's European Delivery program sells more than cars; it provides an escapist opportunity to forever transform your notion of driving. The only downside to partaking in this fantastic voyage is that buying a vehicle any other way will forever seem mundane. See http://www.bmwusa.com/

And BMW is still involved in so much more. It offers a specialized, technical support service for BMW drivers whose cars break down. Should your car break down they will send a mechanic out, together with a spare car, so that you can continue on to your destination. BMW then takes your car back for repairs. They also hold thrilling functions for BMW owners that allow drivers to develop networks and see the release of new BMW models. BMW is also involved in a program whereby they account for the resources they use in their cars, and are developing materials that are biodegradable. BMW's sustainable market policy is simply to provide such a clean, user friendly product that the meaningful experience attracts customers seeking a company developed from core values similar to their own. One of the company's efforts is research in hydrogen fuel which again ensures any investor that BMW is here to stay, having recognized the need for a new fuel over twenty-five years ago.

Helprin's final comments assert that "after learning more about driving dynamics and safety, and experiencing a couple of thrilling laps around the track, it's easy to understand why people lust after BMWs." These are the kinds of comments you will regularly hear from BMW drivers, and shows why they are passionately committed to the brand. All of this is a result of BMW being passionately committed to their clients.