BMW's Shifting Strategy

(BMW's)Bavarian Motor Works is embarking on the biggest product expansion in its history in a bid to increase sales of its premium autos by 40% -- to 1.4 million cars -- in 2008. In July, BMW's linchpin luxury sedan, the 5 Series, hits the market, showcasing the German carmaker's latest high-tech innovations.





Chief Executive Helmut Panke, a nuclear physicist by training who's passionate about cars, took charge a year ago. The 56-year-old CEO started his career as a consultant for McKinsey in Germany and has clocked 20 years with BMW (BMW ). A former chief financial officer who also worked as head of BMW North America in 1993-95, is determined to make sure the expansion drive doesn't undercut BMW's historically high margins.