1988 E32 735i
Stories this photo appears in:
BMW's Evolution in America: Overcoming New Luxury Competition
For any business, growth is the ultimate marker of success, but it's never guaranteed. Companies must navigate shifting market conditions, consumer preferences, and competitive forces beyond their control. For BMW of North America, the 1980s were a period of triumph and turbulence, a decade that tested the brand’s resilience in the face of unexpected luxury competition from Japan.
