How BMW Uses Racing to Make Its Cars Better

How the car maker uses the track to shape its image and its product

On a crystalline day in late-July 1894, the Parisian gazette Le Petit Journal organized what is widely considered the first motoring competition. The paper’s editor, Pierre Giffard, surmized of contest of then-new, so-called horseless carriages from Paris to northern Rouen would boost circulation. It was a rough trial. Many of the 69 vehicles that entered never made it. Those that did traveled at a glacial average speed of 11 miles per hour. But the stunt coincided with the beginning of the automotive era, and manufacturers ever since have seen in racing a chance to test their technology and influence potential customers in the process. (A vehicle made by Peugeot was among the top finishers.)

German auto makers BMW AG, Audi AG, and

Mercedes-Benz are racing pell-mell against each other for the industry’s luxury-car sales crown, but the huge sums they are spending to get ahead are beginning to erode profits.

In their quest for growth, the three German brands that dominate the global market for premium cars and sport-utility vehicles are spending tens of billions of euros to develop new technologies, build factories and churn out new models.

BMW defended its global lead last year, selling 1.81 million BMW brand cars, outpacingVolkswagen AG’s Audi, which sold 1.74 million cars, and Daimler AG’s Mercedes-Benz, which sold 1.65 million vehicles.

Today, automakers from Ford to Ferarri count on motorsports to help spread word of their worth. It gives engineers and designers bragging rights over their competitors. The marketing doesn’t hurt either. In this video, TIME takes a look at BMW’s racing history and how its participation in motorsports influences the cars even the most cautious customers drive.