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Running head: BMW MINI: BIG DECISIONS UNDER THE BREXIT CLOUD 1
BMW Mini: Big Decisions Under the Brexit Cloud Case Analysis
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BMW MINI: BIG DECISIONS UNDER THE BREXIT CLOUD 2
BMW Mini: Big Decisions Under the Brexit Cloud Case Analysis
Introduction
BMW deals with the manufacture of vehicles and motorcycle brands across the globe.
Some of the main manufacturing facilities are located in Germany, China, UK, and the US. The
company was formed in 1916 and since then the company has experienced tremendous growth
and changes. China, the US, Germany, and the UK are the main markets of BMW. The company
acquired the BMW Mini in 1994 to create a miniature car. The idea came from the 1956 Suez
Crisis. BMW introduced the Mini brand in 1959 and started the manufacturing of the car in
Longbridge and Cowley, England. According to the head of design, the mini brand is based on
new ideas and inspiration which makes the car valued by its customers. Despite technological
advancements over the years, BMW continues to manufacture the mini brand in England. The
UK is the primary market if the mini brand which accounts for over 20% of its sales. However,
the mini brand popularity is growing across Europe. Currently, most of the car manufacturers are
focusing on electric vehicles (EV) since policymakers are advocating for environmentally
friendly cars. As a result, the demand for EV is increasing compared to gasoline cars. Due to
these changes, BMW has been focusing on producing an electric car and the company has
recently implemented a new electric-mobility strategy. The company aims at manufacturing an
efficient car in terms of safety and fuel efficiency by producing a mini electric car.
Problem Statement
Due to increased changes in the transportation sector with governments advocating EVs
as green alternatives, BMW aims to become the leading producer of EVs. The introduction of the
mini electric car is essential for the organization since it will be among the first companies to
produce fully electric cars. As a result, the company was faced with a big decision in April 2017

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Running head: BMW MINI: BIG DECISIONS UNDER THE BREXIT CLOUD BMW Mini: Big Decisions Under the Brexit Cloud Case Analysis Name Institution 1 BMW MINI: BIG DECISIONS UNDER THE BREXIT CLOUD 2 BMW Mini: Big Decisions Under the Brexit Cloud Case Analysis Introduction BMW deals with the manufacture of vehicles and motorcycle brands across the globe. Some of the main manufacturing facilities are located in Germany, China, UK, and the US. The company was formed in 1916 and since then the company has experienced tremendous growth and changes. China, the US, Germany, and the UK are the main markets of BMW. The company acquired the BMW Mini in 1994 to create a miniature car. The idea came from the 1956 Suez Crisis. BMW introduced the Mini brand in 1959 and started the manufacturing of the car in Longbridge and Cowley, England. According to the head of design, the mini brand is based on new ideas and inspiration which makes the car valued by its customers. Despite technological advancements over the years, BMW continues to manufacture the mini brand in England. The UK is the primary market if the mini brand which accounts for over 20% of its sales. However, the mini brand popularity is growing across Europe. Currently, most of the car manufacturers are focusing on electric vehicles (EV) since policymakers are advocating for environmentally friendly cars. As a result, the demand for EV is increasing compared to gasoline cars. Due to these changes, BMW has been focusing on producing ...
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