宝马集团历史课件

Mastertitelformat bearbeiten,宝马集团,历史,.,第,*,页,宝马集团历史。,Karl Rapp,Gustav Otto,1911 1913,创始人,-,航空先锋。,宝马汽车公司的起点。,航空史上的两位先锋人物,Karl Rapp,和,Gustav Otto,建立的慕尼黑工厂是宝马公司的,开始,。,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,BMW,启航。,蓝白相间的标志成为公司商标。,宝马于1916年3月7日成立。蓝白相间的标志正式注册为公司的商标。第一款发动机BMW IIIa 投产。,191,6,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,目标高远,第一项记录。,BMW发动机升上天空。,第一次世界大战后宝马创下了它的第一项记录:一架装载BMW六缸发动机的飞机飞到了9760米的高度。,这项德国记录虽未引起国际反响，但首次宣传了BMW品牌并显示了其成功志向。,1919,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,第一辆宝马摩托车。,成功的基石。,Max Fritz,仅用数周时间研制的摩托车,R32,开创了宝马在摩托车市场的成功经典。,1923,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,BMW,的四轮时代。,Dixi,新机动性的象征。,宝马公司收购埃森纳赫,汽车制造厂，进入汽车制造业。,Dixi,成为第一辆宝马生产的汽车。,1928,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,胜利和宣传。,BMW,汽车首次赢得赛车比赛。,BMW雄心勃勃追求胜利，并对其成就无论大小均广为宣扬。,BMW旨在树立成功者形象，在广告中使用了诸多象征成功的标志，逐渐成为了成功的代名词。,1929-1934,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,192,9,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,传统的开始。,双肾型进气格栅和六缸引擎。,宝马303建立了宝马两个延续至今的传统：典型的双肾型进气格栅和引擎罩下的六缸引擎。,1933,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,运动性,品牌最重要的特征之一。,BMW,几乎参加所有赛车运动。,一系列的赛车胜利证明了,BMW,从开始就具备的卓越性能和创新能力。,Georg Meier,Ernst Henne,Jock West,1937-1940,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,二次世界大战结束。,一切重新从零开始。,由于工厂被完全摧毁，宝马开始了一段漫长而艰难的重建时期。,Destroyed BMW Plant Munich-Milbertshofen,Alternative production was required after the war,1945,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,重新起步。,R24,摩托车诞生。,在经历了生产被禁以及重建进程后，宝马战后生产的第一辆摩托车,R24,单缸摩托车首次在巴黎汽车展览会上亮相,。,194,8,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,BMW 501,BMW 503,从慕尼黑来的汽车。,宝马战后开始推出豪华车型。,战后汽车生产得到恢复，慕尼黑工厂首次生产了,501-507,型的双排座轿车、单排座轿车、敞蓬车和跑车,。,1952,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,经济型车。,Isetta,问世。,BMW,Isetta,，,BMW 600,和,BMW 700,满足了战后时期消费者的需求,。,195,4,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,宣传回归传统。,继续赛车胜利和宣传。,宝马以各种途径回归传统。,宣传重点为强调创造的纪录和取得的赛车胜利。甚至发给赛车得胜者的贺电也被公开发表，以此证明品牌的成功。,1956,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,转折。,宝马保持独立。,在1959年12月9日召开的股东大会上，来自巴伐利亚洲的小股东阻止了将公司出售的议案。赫伯特匡特博士买下公司的一局部股权，成为公司最大的股东。宝马公司作为独立的汽车制造商开始了新的一轮的开展。,Kurt Golda,Dr.,Herbert Quandt,1959,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,BMW 1500。“新系列 标志着突破。,宝马通过紧凑动感的中型新系列轿车成功走出了财政危机。,BMW 1500,1962,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,强劲的轿车发动机。,几乎象飞机发动机一样强劲？,BMW1800型发动机有四个汽缸，但是它的广告却展示了一台12缸的飞机发动机。可能有些夸大其辞。这那么广告可谓第一例“过量宣传。,1965,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,推出品牌内涵定义。,将乐趣定义为品牌的核心元素。,1966,首次对所有BMW汽车采用统一的广告语“源于驾驶乐趣。“源于这个词后来被去掉后，摩托车也开始使用“驾驶乐趣作为宣传广告词。宝马明确了与竞争对手的区别。,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,创立系列车型方案。,全面系列获得巨大成功。,1972年开发的5系成为“新系列的后续产品。至1977年，又先后开发生产了3系，6系和7系。,1972-1977,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,BMW tower and museum,建造标志性建筑。,四缸大厦与宝马历史博物馆诞生。,慕尼黑奥运会举办前，由卡尔教授设计的新的办公大厦建成，被昵称为“四缸大厦。,1972-1977,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,5,19,88,19,33,19,78,193,7,19,83,1928,197,6,1919,19,66,1923,197,2,191,6,196,5,1913,196,2,1911,1959,强劲动力。,M,诞生。,197,6-,蓝色,代表了,BMW.,红色,代表了汽车运动,.,紫色,是两个颜色的融合,.,深植于我们基因中的激情和力量M,。,195,4,20,03,1956,Today,194,8,1994,1952,200,1,19,40,19,86,194,