The manufacturers of mechanical typewriters believed that they had developed sufficiently when they introduced electric typewriters. Then came the PC, and the deeply traditional makers of typewriters disappeared from the market.

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

One doesn't have to be a large corporation to benefit from the advantages of volume. This can also be achieved through joint ventures.

If you, as CEO, have recognized an approach as being the right one, you have to pursue it consistently, even if some people disagree. But it is now clear to everyone that we, as an automaker, have no alternative but to take [environmental protection] course.

Statistics compiled by the German Federal Motor Transport Authority highlight how successfully we have reduced fuel consumption. A few years ago, the CO2 emissions for the BMW brand were at well over 200 grams per kilometer. In 2009, that number was at 159 grams. This puts us below our direct competitors.

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

Prestige and premium will also play an important role in the future. But some people define these values differently today.