Kiley writes about the most admired car maker in the world; Bavarian Motor Werke. Starting from the very beginning, he explores the company as an aircraft engine manufacturer (The BMW logo actually depicts an aircraft engine propeller against the blue bavarian sky) and thread the course of action the lead the company to become a renowned car maker. In each historical segment, he dwelve deep into each person responsible in the company. From the founders, the owners, chairmen, chief executives and the top management.
Kiley also writes about the corporate strategy of the company... the decisions that make BMW today. He also touch on advertising and people's perception of BMW; the ad agency that helped BMW get the title "The Ultimate Driving Machine", and the design of the new models, which received much criticism from enthusiasts and competitors. Then he touches on BMW's billion dollar blunder (which he aptly termed "The Ultimate Blunder") of acquiring the British Rover Group, and the corrective measures of disposing it (and the people who called the shots). Before the end, the book took a sneak peek to the future; BMW research and development of hydrogen fuel technology.
Overall it is a good case study that touches on general management, strategy and of course, BMW. I would recommend this book to anyone who is into management or anyone interested in the auto industry. In fact it is a must read if you happen to work in the auto industry.
Fiction fans need not apply.