At BMW, our goal is to deliver Sheer Driving Pleasure. And to maintain the brand's leadership in the premium automotive segment, BMW is constantly reinventing itself; making it more intelligent, more efficient and more dynamic. Because joy is what drives BMW - this most personal of feelings, in all its many different forms: the joy of owning something very special, the joy of real values such as responsibility and recognition; the joy of success and progress. As well as the pure joy of living - Joy is BMW.
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