More niches equal more volume, which in turn equals bigger profits. In the simplest terms, this is what defines BMW AG’s growth philosophy. The concept shows no signs of abating, and with two new niche models in the pipeline, BMW now is predicting production will climb to 1.6 million vehicles annually – including Mini and Rolls-Royce – by 2010. If the forecast is met, BMW will have doubled its volume since 2000. There is nothing especially novel about the approach. Mercedes-Benz ...

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