The BMW Museum in Munich receives 650,000 visitors every year, making it the biggest tourist attraction in Bavaria.

The museum's director Ralph Huber from BMW Group Classic Communication talks about the company's long and complex history.

At this year's History Marketing Summit, Ralph Huber from BMW Group Classic Communication was one of the speakers. Ralph Huber is also the head of the BMW Museum in Munich which receives 650,000 visitors every year. This makes it the largest tourist attraction in Bavaria. He talked about the company's long history that began in 1916 – at that time it was not cars but airplane engines that were the focus. Later, they also began producing motorcycles, and it was not until 1929 that BMW started making cars. After the period during World War II, the company restarted and eventually developed the car models and style that most still associate with the brand.

In 1994, all communication about the company's history was gathered in one place – what today is BMW Group Classic Communication. And regarding World War II specifically, the company does not shy away from telling its part of the dark history. The period during the war also has its place in the museum. – We know that we had people from concentration camps who worked in our factories. We do not forget that, and we have enlisted external help to research this so that the information is as credible as possible.

Today, BMW also owns Mini and Rolls Royce, and their history must also be incorporated into the communication, which is not the easiest since the acquisitions of these iconic brands did not include any historical archives. But with the help of various motor clubs and many individual enthusiasts, they try to piece together the history and find the most useful stories.

– In our communication, we try to speak to the heart. The best stories are often found within the company, says Ralph Huber.

Read all about this year's History Marketing Summit!