Anyone who has ever driven a BMW wonders why the car feels so uncannily nimble and supple. Automotive journalist David Kiley
answers that question with an intriguing book that strikes just the right balance between gearhead
details, behind-the-scenes corporate maneuvering and compelling story telling. Along the way, Kiley offers insight into BMW’s mostly successful efforts to build its brand. While Kiley sings BMW’s praises, and presents a convincing case that BMW (Bayerische Motoren Werke AG) produces the world’s best cars, he doesn’t shy away from the details of the owning family’s ups and downs, the company’s
disastrous Rover deal or the public’s tepid response to its latest redesigns. getAbstract.com recommends this fascinating book to auto enthusiasts and to managers in any industry who aim to build a brand while staying true to their core values.