'Everyone has been following us and copying us,' commercial director Paul Willis said. 'But they will never overtake us. We will not allow that to happen.' BMW's future strategy involves further improving customer service and value, and benchmarking non-automotive companies such as Marks and Spencer and Virgin. Willis worked for Marks and Spencer before joining the motor industry.
Managing director Kevin Gaskell said: 'It is time for a step change in approach. We want to be compared with the best companies in any industry - not just the motor industry. It is not the excellence of the products alone which allows us to grow - rather it is the delivery of service.'