Right in the center of the strategic direction of the BMW Group is the key theme of sustainability. To operate sustainability means to be in dialogue with the community and their needs. In this context, the company defines itself as a premium provider of products and services around the theme of individual mobility. Under the slogan “connect emotions”, the report highlights the theme of innovation technology from the perspective of the people and the community. The imagery takes up the new direction of being “closer to the people”. As a consequence, the report was produced under the strict “Blauer Engel” requirements.