As far as I'm concerned, however, it is clear that the concept of premium will be increasingly defined through sustainability in the future.

I have told our senior executives that I will slaughter holy cows if it benefits the company's long-term success. When we asked ourselves whether Formula 1 still matched the concept of a sustainable company, the clear answer was no.

I am firmly convinced that the trend toward more fuel-efficient vehicles is not a fad. Gas prices will continue to rise in the medium to long term, because demand is growing considerably in China, India and other countries.

Premium will increasingly be defined in terms of sustainability and environmental compatibility

BMW models are more powerful on average than competitors. This is precisely what we are aiming for: less fuel consumption and more driving pleasure.

As far as I'm concerned, however, it is clear that the concept of premium will be increasingly defined through sustainability in the future.

In the European Union, a fleet average of 95 grams of CO2 per kilometer will be permitted in 2020. This corresponds to fuel consumption of about four liters (per 100 kilometers; about 59 mpg). We have to continue reducing the fuel consumption of our vehicles and offer hybrid and electric vehicles, or else we will be unable to achieve these values.