BMW: A Driving Obsession (on CNBC)

For those of you who missed CNBC ‘s look inside the BMW brand lastnight, not to worry. CNBC will be repeating it throughout the week and month as it gears up for part two in the series. And for those who really have no idea what the show is about, here ‘s a full description:

CNBC goes inside one of the most successfully managed brands and companies in the world — BMW. Its familiar blue and white logo stands as the symbol of prestigious, high-performance, luxury cars. A one-time aircraft engine manufacturer that eventually moved to motorcycles and offbeat sports sedans, BMW today commands brand recognition and respect that is the envy of the commercial world.

CNBC Correspondent Carl Quintanilla takes viewers inside BMW’s secretive Tech Center, where teams of engineers obsess over the technical and mechanical details that the company says justify its cars’ high prices. Acoustic specialists consider every sound in the car, from the exhaust note to the window motors; ergonomic engineers labor over the stunningly complex mechanical labyrinth that is a modern seat; and crash specialists deliberately wreck a parade of high-dollar vehicles to improve safety.

BMW is a company enjoying success, but also facing significant challenges. Growing environmental and political pressures are making it increasingly tough to market high-performance cars, but BMW is staking its future on its ability to build vehicles that are both sustainable and fun. BMW also faces daunting competition, not only from other German manufacturers like Audi, but also from carmakers in Japan, Korea — and soon, China.

BMW: A Driving Obsession is the fascinating story behind a once small, struggling company that transformed itself into a global luxury car powerhouse, and is now going flat out to maintain its edge.

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  • Rfritz

    Great show…watched it twice last night.  Very nicely done.

  • Rfritz

    Great show…watched it twice last night.  Very nicely done.

  • Anonymous

    Well produced and edited program. I’m glad I was able to see it as I don’t think it was heavily promoted. Quintanilla seems to have had some very unusual access to the inner workings of BMW. I would have liked to have seen more on the MINI brand and less on RR but I guess the limiting factor was time. Catch it on a rerun if you can… 

  • TomC

    What’s up with Quintanilla not wearing his seat belt?

  • GJR

    Great show, with the exception of the segment including the Consumer Reports reviewer. They mention that BMW has many more problems than Acura, Lexus, etc., however, they fail to recognize that many of these are a result of innovation. BMW is frequently introducing new technologies which eventually make their way to other brands, but cause some reliability issues during the teething process.

  • Jbbechek

    Loved the show and I agree that Consumer Reports is negative towards BMW. When is part 2?

  • Jojo1165

    any chance of seeing a rerun after July 19th?

  • Doug

    Great, where do I get a copy