Driven

In this insightful audiobook, journalist David Kiley delves into the world of BMW, a carmaker renowned for its success and customer loyalty. With exclusive access to executives at the company’s Munich headquarters, Kiley examines BMW's robust financial performance and the strategic risks associated with its expansion, including the challenges faced with recent models and notable acquisitions like MINI and Rolls Royce. Additionally, he sheds light on the enigmatic Quandt family, the controlling shareholders behind BMW, revealing their influence on the brand's legacy and marketing success.