BMW Case Study WJ + Renee

Manage Alignment between Vision, Culture, and Image for BMW Renee

BMW’s vision, culture, and image were all perfectly matched with one another. The firm was established to give drivers and riders an experience that allows them to feel and show their affection for their automobile or motorcycle. The company’s history is built on producing high-quality items that consumers were and continue to be happy to be affiliated with (Cornelissen, 2008). The vehicles and bikes are made with love, and the culture is passed down from generation to generation.

  • Vision – The inspiration of the leaders for the company, that is about shared and belief. Share inspiration to people with car tuning in terms of agility and belief in number one that managed premium car brand lending or shaped tomorrow’s premium mobility.
  • Culture – Organization values, behaviors, and attitudes that are about dedicated workforces. BMW company has been managing in terms of passion and enjoyment with organization, teamwork and personnel development of employees, equal opportunities and diversity, and their beliefs in the organization.
  • Image – Outside world’s overall impression of the company, that is, means high-quality products and services of BMW company, invent innovations and building a good reputation by shaping their car in terms of premium mobility (Quality products and services). Stakeholder engagement by communication and listen to opinions (Stakeholders engagement).

The existence of gaps between Vision, Image, and Culture is also a possibility. The extent to which these gaps manifest themselves will depend on how the organization manages the issue. The following are examples of possible gasps:

Gaps between vision and culture: When managers move the organization in a strategic direction that the employees do not understand or support, for example, the vision does not inspire the subculture, or the employees do not understand and support the vision, the organization is said to be in a state of disarray.

The discrepancy between an organization’s image and its culture is a “cultural misalignment.” Employees, for example, may not follow the firm’s advertising or leadership, and the company may not identify consumers with their objectives if the company does not advertise or lead by example.

Inconsistencies between the organization’s image and its vision: it does not correspond with the requirements or expectations of the organization’s stakeholders. For example, the organization would suffer if the vision is not conveyed effectively to stakeholders or if the leader does not grasp stakeholder expectations

Based on the case study, we believe that the BMW Company is consistent in terms of its vision, culture, and image and that this is true. As a result, we believe that the BMW firm is functioning well and has no organizational gap.

Four values of BMW Renee

When it comes to the worldwide automobile industry, BMW is a German automobile manufacturer specializing in luxury categories. As a result, they have become the firm with the most substantial identity, and they are constantly launching campaigns to enhance their brand further. As a result of their continued success, they have acquired the most valuable automobile brand, which is comprised of four values that define the brand’s identity and positioning:


BMW is in the same group as Mini and Rolls-Royce because they are constantly improving the dynamics of each car and consulting with all stakeholders who live inside and outside of the company. To gather feedback to drive the vision to be successful in the premium car industry, which has always assured them of being a high-end brand (Debes et al., 1997). Knowing that they have listened to other comments to grow their brand, they have launched a new campaign to make their brand more sustainable, which uses electrical assistance for driving to provide excellent performance to customers in the BMW series i3. Furthermore, in 2018, they were ranked 20th globally for the number of electric vehicles sold. We are aware that they belong to the elite group of premium automobiles on the globe. As a result, people will believe and place their confidence in the firm that the quality will be as high as possible when purchasing the automobile because they are the world’s leading manufacturer of premium-class cars.


The car’s design makes customers feel exclusive when they are driving because they feel safe and comfortable with the facilities that BMW has provided them. They constantly advertise on any platform such as the internet and newspapers about innovation combined with facility and how convenient it is when driving, which has many technologies to assist you while driving, such as artificial intelligence (AI). BMW’s tagline is “The Ultimate Driving Machine,” and this phrase does not restrict the car’s efficiency. They always create and design the brand logo representing any part of the car, such as the wheel, which represents a movement (Lewin, 2019). The logo’s color represents the Bavarians’ flag in German, which represents the place where this company began. The color of the company represents the color of the Bavarians’ flag.


Christopher Bangle, BMW’s worldwide chief of design, has created a fascinating car with an interior design displayed in the dealership to give customers a sense of the convenience that they would enjoy following servicing. BMW is considered to be a high-end brand of a premium automobile. Consequently, the goal of customers who get the automobile will drive higher economic because of the quality and faith in the firm and consumer satisfaction with the brand’s quality, as seen in the graph.


The company places a strong emphasis on research and development since it is critical to the organization’s ability to innovate and grow BMW into a high-end luxury vehicle that is also technologically sophisticated. They seek to make the firm more sustainable by utilizing electricity to provide safe energy, protect the environment, and keep gas costs in line with the current market. They are more complicated and systematic to produce a highly inconvenient product, such as using artificial intelligence for parking or navigation to locate the location (Prestl et al., 2000). Furthermore, when they innovate, they also design and build the automobile to be high fashion and luxurious to drive. BMW’s brand positioning is based on the fact that they are constantly creating and maintaining high-level technology and never cease doing so because they want to be in the top tier of technologically advanced cars that are also high-performing and safe.

The result from the Perspective of Consumers and Stakeholders Renee

In the perspective of customer and others stakeholder in the BMW premium car market as our group analyze below;


They genuinely desire and wish for the company to take greater responsibility in producing cars. Each one must include advanced safety features such as airbags in an accident. Additionally, they wish the company to assist them in an emergency as quickly as possible if they have any problems or require assistance (Jeong et al., 2017). Even though they are creating electrical products to assist customers in saving money and protecting the health of those who use them and the environment, they will not receive too much negative feedback after using this brand to experience the high quality for which they paid.


The brand’s design that comes with the accessories for these automobiles must make them feel comfortable and convenient while using them, and they must be protected from high-tech threats.


As BMW belongs to the premium automobile segment, customers can expect to receive cutting-edge technology and unique features to help them feel at ease, luxurious, and always surrounded by good amenities.


BMW’s technology is excellent, as we all know and have witnessed firsthand how they perform and demonstrate to others how the capacity of this car has to be demonstrated through any platform to advertise in order to increase customer satisfaction and encourage them to purchase more within the logo to represent how to be the most incredible brand in the group of premium cars as well.

Conclusion Renee

According to the business, sustainability will be integrated throughout the whole value chain, which thinks that in the luxury section of the automobile industry, sustainability will become a must. As a result, it will provide BMW with a competitive advantage by embracing environmental issues and being at the forefront of technological advancement. By engaging in this discussion, the requirements and aspirations of a global society can spot trends early on, enhance our commitment to the community, and accomplish our sustainability objectives.’ BMW aspires to maintain congruence between its vision and strategy, its internal culture, and its outward image or reputation in this manner.


Cornelissen, Joep P. (2008). Corporate communication. The international encyclopedia of communication. BMW AN EXERCISE IN ALIGNING IDENTITY, BRAND, AND REPUTATION (Case Study 4.1). P 87-89.

Debes, M., Herb, E., MĂĽller, R., Sokoll, G., & Straub, A. (1997). Dynamic stability control (DSC) of BMW series 7. Pt. 1; Dynamische Stabilitaets Control DSC der Baureihe 7 von BMW. T. 1. Automobiltechnische Zeitschrift, 99.

Prestl, W., Sauer, T., Steinle, J., & Tschernoster, O. (2000). The BMW active cruise control ACC (No. 2000-01-0344). SAE Technical paper.

Jeong, J., Lee, W., Kim, N., Stutenberg, K., & Rousseau, A. (2017). Control analysis and model validation for BMW i3 range extender (No. 2017-01-1152). SAE Technical Paper.

Lewin, T. (2019). The BMW century.

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BusinessEssay. "BMW Case Study WJ + Renee." January 3, 2023.