Brand guide · updated August 2026
BMW
OriginGermany Founded1916 ParentBMW Group MarketsUnited Kingdom · United States · Global
BMW's 'ultimate driving machine' positioning has survived every industry upheaval because the cars keep backing it up: the 3 Series remains the compact-executive benchmark, M cars are performance icons, and the i4, i5 and iX translated the brand's dynamics into the electric age more convincingly than most rivals managed. The range now spans front-driven compacts to the 7 Series flagship and a full SUV ladder. Criticisms are familiar — polarising grilles, options pricing, run-flat ride quality — but on the road, BMW's blend of engagement and refinement remains the class default.
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