Since the automotive industry has a very competitive environment, BMW has so many global companies as competitors who are equally competitive. In the car manufacturing companies Audi, Mercedes Benz etc and the bike manufacturing companies like Ducati, Yamaha etc give intense competition. However now there is an increasing competition and demand over hybrid cars since there is a lot of technology development and factors such as increase in the fuel efficiency and environmental friendly cars are attracting the customers and developing the automotive market. BMW is developing in the hybrid category, while Toyota is ahead and has a good share market in this category with its hybrid car "PRIUS".