In the modern world of doing business, any company that wishes to succeed must differentiate its products or services from those of others in the industry. Differentiation allows consumers to point out notable differences between a company's products compared to those of its competitors. Differentiation helps companies build brand loyalty because uniqueness keeps customers stuck on a particular product. BMW is one of the most popular car manufacturers in the world today. Definitely use differentiation as a strategy to defeat the competition by building products that are innovative, detailed and incomparable to those of the competition. One of the differentiation strategies used by BMW is creating automotive products that consumers can relate to emotionally. By building the BMW brand, the company managed to position its products as prestigious or luxurious. Therefore, most consumers want to own a BMW car purely for the prestige it gives them. BMW products are not purchased just for their usability or functionality, but for the status they confer on the owner. As a result, when a person buys a BMW product, he is emotionally attached not only to the car but to the brand as a whole. This has created greater brand loyalty at BMW, broadening its customer base as more people seek the status associated with the company's products. Another strategy used by BMW to differentiate itself from other automakers in the market is the proactive use of technology and innovation in product development. Since the early 1990s, BMW has been at the forefront of incorporating technology into its designs, in line with the technological advancements of the modern world. This has led to the creation of creative products. The uniqueness of these automotive products puts BMW in an advantageous position. The development of the hydrogen car as early as 2000 was an indicator of the company's innovative strategy. Furthermore, the company also presents itself as environmentally conscious by creating a whole range of vehicles in this category. This is a differentiation strategy intended to strengthen the company's image and reputation among customers. Additionally, this gives environmentally conscious customers a variety of products to choose from, giving BMW an edge in the industry. Another important differentiation strategy that BMW has incorporated is creating connections between customers and the company. Over the years the company has created an assistance segment that ensures that contact between company and customer continues even after the first purchase of the vehicle.