BMW is an ultimate luxury machine that delivers a convenient drive to its drivers the success of this company is that they believe in excellence in everything they do: service, product quality, customer relationships, and product and brand recognition. Another reason for their success is their independence in the business world. They are the only significant luxury car maker which is independent and is free to take the necessary steps to ensure they reach their goals; Where as other companies depend on other companies to make parts Design point of view, marketing the products is BMW's strong point. The 1, 3, 5, 6, 7 Series are all different and they each carry a different character, whereas Audi car designs are all similar, especially the front and Mercedes is even worse. Product variation cannot be under-estimated.BMW spends around 25% of their profits into Research and development and it is because of BMW that put so much of their innovations and improvements into their products that they manage to attract the public's recognition and approvals, which in turn increases its success.In a design point of view, there has been many criticisms regarding the direction that BMW is going. But are these criticisms justified? They surely did not go wrong if more and more buyers are choosing BMW over any other cars.In conclusion, a company must know what the public wants and must maintain a keen interest in the relationship with their customers and value their thoughts. That's why BMW is where it is today, so far ahead of the others.