- Hardcover: 328 pages
- Publisher: Wiley; 1 edition (April 2, 2004)
- Language: English
- ISBN-10: 0471269204
- ISBN-13: 978-0471269205
- Product Dimensions: 6.4 x 1.2 x 9.3 inches
- Shipping Weight: 1.4 pounds (View shipping rates and policies)
- Average Customer Review: 3.8 out of 5 stars See all reviews (18 customer reviews)
- Amazon Best Sellers Rank: #258,610 in Books (See Top 100 in Books)
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Driven: Inside BMW, the Most Admired Car Company in the World 1st Edition
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Frequently Bought Together
From the Inside Flap
BMW is perhaps the most admired carmaker in the worldrenowned for a level of luxury and performance that inspires near-fanatical loyalty in its customers. While other carmakers struggle with falling sales even with hefty rebates, BMW cant seem to make cars fast enough. Combining world-class engineering, intelligent management, and a unique corporate culture, BMW produces consistently superior cars that are the most benchmarked vehicles in the industry.
In Driven, David Kiley presents an inside look at the fabled automaker, revealing the business philosophy and practices that make BMW more than just another carmaker, and the unsurpassed quality that makes a "Bimmer" more than just a car. With uncommon access to BMW executives and records, Kiley explains how the company emerged from the wreckage of World War II to become the most respected car producer and one of the most profitable automakers in the world.
Kiley examines the business practices that put BMW on top, and the marketing efforts that keep it there. BMWs brand strength and knack for developing the most sought-after cars in the world inspire jealousy and admiration among marketers everywhere. Its well-crafted brand messageThe Ultimate Driving Machineis widely admired for its clarity and consistency, just as BMWs cars are admired for their authenticity and performance.
More than just a company, BMW is an iconic symbol of the successful rebirth of German industry. For the first time in the U.S. media, Kiley introduces readers to the family behind BMWs successthe mysterious and secretive Quandts. Behind the walls of the family compound in Bad Homburg lives Johanna Quandt, one of Europes wealthiest and most reclusive women, and her equally wealthy adult children, Stefan and Susanne, who successfully engineered a management coup in 1999. Driven not only tells the story of BMW, but also the story of one of the most powerful families in Europe.
Excepting the occasional speed bump, BMW has seen more than four decades of steady growth and success. Kiley explores the companys ups and downs from top to bottom, including the disastrous acquisition and eventual divestiture of the British Rover Group and the controversial hiring of head designer Chris Bangle. For business leaders who want to emulate the companys excellence, Driven digs deep to reveal the practices that make BMW the king of the road.
From the Back Cover
Praise for Driven
"A lot of us in the auto industry watch and study BMW closely because it does so many things right. Lately, it has made many controversial choices in designs and new products that are testing its track record. David Kiley does an excellent and timely job of exploring what has been right about BMW and asking the right questions about whether it will continue to lead the industry in brand and product focus and excellence. A fascinating read."
Vice Chairman of General Motors and author of Guts: 8 Laws of Business from One of the Most Innovative Business Leaders of Our Time
"David Kiley has captured the unique DNA of BMW and presents it in a straightforward and readable manner. He gets at the essence of the BMW brand and what makes it tick."
J. D. "Dave" Power lll
Founder, J. D. Power and Associates
"David Kiley takes you under the hood at BMW to show why it is one of the most successful automakers in the world. The secret to the companys success is also the secret to Kileys book: an emphasis on quality and attention to detail. Throw in Kileys ability to weave together juicy details and intricate stories, and you end up with a fascinating book."
Adam L. Penenberg
author of Tragic Indifference and Spooked
Top Customer Reviews
The book comprises eight chapters with an introduction and epilogue. Each chapter title plays off the "Ultimate Driving Machine" ad line; in order, they are:
- "The Ultimate Cars" discusses the product line, and I felt that a little too much adulation came out here (the author is a 3-time BMW owner IIRC)
- "The Ultimate History" was a disappointment, completely omitting any discussion of motorcycles and only sparsely covering the aero engine side of the company. The author does eventually admit that the owners of BMW were (...)employing slave labor; while a lot of companies and industrialists in Weimar Germany supported the (...)party just to go along with the current power, but the author seemed to try to apologize too much for this facet of BMW's history.
- "The Ultimate Family" covers the Quandts, who have controlled BMW for over 40 years, along with Varta batteries and several other large German companies. This seemed a little circumspect, although I can certainly understand a need to protect sources and hold back a bit.
- "The Ultimate Brand" includes the history of BMW's advertising in the US, which is treated reasonably interestingly. (David Kiley also wrote a book on the classic VW ads in the US, and is probably the most qualified person to address this part of BMW.Read more ›
The book is a fairly good history of how an aircraft manufacturing company with known prowess in making aircraft engines, went almost defunct during the WWII and than came back to first be seen as a serious car maker, than as a car brand that could compete with the famed Merc and than went on to overtake the Merc is global sweepstakes. And its subsequent buyout of Rolls, Mini and Rover too is well detailed out. And while the famed Bavarian company was able to turn on the magic for Rolls and Mini, its travails and failure to make good Rover too are well captured.
The book is divided in eight ultimate chapters. The Ultimate Cars, The Ultimate History, The Ultimate Family, The Ultimate Brand, The ultimate Stylists, The Ultimate Blunder, The Ultimate brand Expansion, and the Ultimate Hydrogen Future.
David had had ultimate access to the BMW executives and archives. This access comes through in almost every page in the book. The book goes into a painfully detailed history of company events. And instead of giving insights into what makes BMW a marvel of automobile engineering, we get a chronology of events.
Unfortunately David Kiley, is no Jeremy Clarkeson and Driven is not like "Born to be Riled". The book is too much of PR plug, with author seeing only side of the picture. But do read the book to know how fickle minded advertising pitch decisions are, and what led to the memorable BMW films campaign.
The book has its moments, but its few and far in between.
There may be no boring BMW, but there is a boring BMW book.
Most Recent Customer Reviews
Awesome book. It covers all aspects of the company.
I took away items to implement in my own company
Generally, a good read! Because it was written 11 years ago; it failed to answer many things I was curious about.Published 14 months ago by James Ross
This book does pack in a lot information, but its simplistic writing style and "introductory" approach make it a boring read for anyone already familiar with the brand. Read morePublished on August 7, 2012 by O. Johnston
This is probably the worst book I have read in a long time. It lacks all cohesion and fails to answer the most pressing and interesting questions that most people who purchase the... Read morePublished on February 3, 2011 by Gracer992000
Every owner or potential owner needs to read this to appreciate and understand the heritage behind their "Ultimate Driving Machine".Published on February 14, 2010 by Bruce W. Heffner