BMW Group financials are in great shape, according to BMW CEO Harald Krueger in a recent speech at a quarterly press conference. However, tightening competition from Mercedes and Audi might see the Bavarian company lose its crown in the premium segment this year, after over 10 years. To make sure profits don’t go down under these circumstances, some changes have to be made. The Board of Management in Munich has repeatedly claimed that profits are the backbone of every company, not the sales volume. In order to keep things profitable, BMW will have to innovate and invest more and more into research and development. Furthermore, bringing out new technologies might require new partnerships, such as the one the Group recently signed with Mobileye and Intel.

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