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The 2008 annual report introduced a new trilogy that radically redefines the BMW Group annual report. The strategic realignment that was introduced last year is the meta subject of the 90-page image section. The creative lead theme Balance innovatively reinterprets the strategic new direction on almost every page. The report thereby emphasizes the creative engineering spirit and the company strategy. The BMW Group is reinventing itself. That is the main message of this annual report. Allowing the reader to sense this was the main priority in the development of this outstanding design.