Even though BMW is currently one of the world’s most profitable brands, that was not always the case. In 1959, BMW faced financial difficulties, and stockholders convened to decide whether to keep the company running or to go into liquidation. BMW was in such bad shape that rival Mercedes-Benz was considering buying out BMW just to wipe its competitor out. The stockholders agreed to keep carrying on. The success of economy cars in Europe convinced BMW to focus on small cars. BMW was formerly an aircraft engine manufacturer, and it used its engine expertise in developing the cars. The result of this was the BMW Isetta, which helped BMW get back on its feet. BMW wanted to move upmarket as to challenge Mercedes-Benz with the BMW 3 series. The third generation 3 series (E36) builds on the traits of the previous two 3’s with more power and comfort. Continue reading
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