The analysis of BMW as a company studies on the business’s vision, their strategies, product line, technology, capabilities, objectives, and their culture. This is useful in being able to understand the already existing and potential problems in the future with BMW as a business. BMW’s vision is ‘Our goal was to create a very personal vehicle. There will always be that highly emotional Connection between a BMW and its driver’, BMW aims to make their fascinating driving experience even more enjoyable for the customers in the future. They want to ensure the driver can constantly communicate with the vehicle in a natural yet intuitive way, whilst the vehicle expands the drivers range of perception.