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I loved the overall accounting of the history of the company, with its ups and its downs. I thought the chapter about Magda could have been left out entirely, summed up in one line, but I still believe that the rest of the book was great. I loved the remarks regarding brand, culture, and the talk about what it is that makes the cars so desirable. I’d recommend this to anyone who likes history, business, marketing and psychology, or cars. It’s got something for everyone.
Any additional comments?
Interesting to listen to these days, there are predictions about BMW's and the automotive industries future in the book. I found it interesting to see how it has actually played out. Has a lot of peripheral information about people and events related to BMW that maybe go a little too far off BMW but still an interesting listen.