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At the beginning of the 1990s the German car industry had its back to the wall. Japanese competitors were demonstrating significant advantages in terms of quality and productivity. Consultants warned that only a few global car groups would survive. Instead of following the Japanese concepts of lean production, Mercedes-Benz, BMW, Porsche and Audi developed a new innovative premium brand strategy and initiated a revolution in the industry by setting innovative benchmarks. This book analyzes the story.
- Sales Rank: #3480439 in Books
- Brand: Brand: Palgrave Macmillan
- Published on: 2005-11-21
- Released on: 2006-02-16
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .50" w x 6.00" l, 1.01 pounds
- Binding: Hardcover
- 194 pages
- Used Book in Good Condition
Review
'Who - like myself - has followed and partially influenced the way of the German Premium brands to global leadership, is impressed by the quality of research and analysis as well as the competence of the authors. This is not only a book about the achievements of the past, but also a guideline for the future of the automotive industry.' - Prof. Juergen Hubbert, Head of Mercedes-Benz 1996 -2004
'The term 'Premium' designates not only car brands, but can also be applied to something written - Philipp G. Rosengarten and Christoph B. Stuermer have written such a first-class book. Premium Power is an exciting and informative study, convincing from the first page to the last.' - Dr. Wendelin Wiedeking, President and Chief Executive Officer, Dr. Ing. h.c. F. Porsche AG
'Rosengarten and Stürmer get to the heart of how four companies came to define the premium automotive sector and then collectively grow that sector beyond all expectations. It is the story of a German industrial miracle.' - Prof. Dr. Martin Winterkorn, Chairman of the Board of Management of AUDI AG
'Premium Power provides a detailed chronicle of the key developments that have given rise to Germany's extraordinary premium car manufacturing base. I highly recommend this book for automotive enthusiasts interested in appreciating the innovation and creativity of these leading automotive manufacturers and the important role the premium car sector plays on the global automotive stage.' - Roger S. Penske, Chairman, Penske Corporation
About the Author
PHILIPP G. ROSENGARTEN is a Senior Automotive Analyst at the Global Insight Automotive Group, the market leader in the area of automotive analysis and forecast. He is, amongst others, responsible for the global luxury car segment. He holds a Diploma of Business Administration from the Free University Berlin and completed a MPhil about car component suppliers at the London School of Economics and Political Science.
CHRISTOPH B. STUERMER is a Senior Automotive Analyst at the Global Insight Automotive Group, the market leader in the area of automotive analysis and forecast, responsible for the German car market and the German car manufacturer. He holds a Diploma of Economics at Heidelberg University and has worked for DaimlerChrysler in various positions, such as the Marketing Strategy Department at Mercedes-Benz cars, where he was responsible for portfolio-management and strategic planning.
Most helpful customer reviews
7 of 7 people found the following review helpful.
Book Review
By Christopher L. Tharp
This book is written b Philipp G. Rosengarten and Christoph B. Stuermer. Both are Automotive Anayyst at the Global Insight Automotive Group. What that means is that they know all there is to know abut cars and also the Automotive Industry. This book deals with the four major German car brands: Mercedes-Benz, BMW, Porsche, and Audi. The book mainly talks about their history, how they managed to get to where they are today, and they also mention some of their marketing strategies. These premium car brands are continuously setting the bar higher and higher and they are the envy of the industry. The authors deeply analyze the secret to their success. One example of how they compare the cars to something else for us to understand is how they compare BMW to Callaway. They mention how Callaway has become one of the world's best golfing equipment after they started expanding from woods to irons and even golf-balls. The similarities between BMW and Callaway are that both expanded from one thing. BMW started with motorcycles then they went on to making cars.
What makes this book interesting is how well organized everything is, making this book extremely easy to read and understand. The book explains step by step how each of these companies became the success that they are today. Various examples are also used to compare and explain some of the many concepts used in this book. For example Nike and their Nike air. Nike had a great success with "Nike Air" but they still managed to change into the "Nike Shox" and still be successful. Just like the cars talked about in the book they are always successful with every new invention. This is a single example from the book, but there are many others. The authors writing keeps you reading from page to page since they make their writing entertaining. Another reason why this book is so easy to read is because that authors use terms that anyone with some knowledge of economics can understand, since this book does talk a whole lot about economic. I personally know that the economics mentioned in this book are very precise. One example is the supply and demand. They explain how the car industry measures the demand in order to get the most profit by supplying the right amount of cars. I extremely recommend this book to anyone who loves cars or economics. After reading this book I felt like I learned a lot about strategizing and managing business. I also recommend this book to the people who are very curious to how these amazing car brands achieved success. This book made appreciate even more these tremendous brands.
1 of 1 people found the following review helpful.
Motor Mania
By Benny Thomas
This book is a great introduction to the obsessiveness of the German automobile companies and offers great insight into their dominance of the luxury segment.
The marketing segmentation is interesting as well - takes the usual methods and makes them auto-specific.
Some lack of objectivity perhaps, but overall, worth it for anyone interested in cars.
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