It’s official. BMW do not simply make luxury cars. They do not make over-stylized fashion statements, or exclusive badges of wealth.
And joy is not a gift. It doesn’t descend gratis on those who give and love and hope in the One who blesses the poor.
I thought we all needed to know this:
JOY
On the back of this three-letter word, we build a company.
Independent of everyone.
Accountable to no-one but the driver.
We don’t just build cars.
We are the creators of emotion.
We are the guardians of ecstacy, the thrills and chills,
The laughs and smiles, and all the words that con’t be found in a dictionary.
We are the Joy of Driving.
No car company can rival our history.
Replicate our pasison, our vision.
Innovation is our backbone but Joy is our heart.
We will not stray from our three-letter purpose. We will nurture it.
We will make Joy smarter. We will push it, test it, break it – then build it again.
More efficient, more dynamic.
We will give the world the keys to Joy and they will take it for a drive.
And while others try to promise everything, we promise one thing.
The most personal, cherished and human of all emotions.
This is the story of BMW.
This is the story of Joy.
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