In the age of mobility, few companies have played a more formative role in the evolution of all things mobile than Bavarian Motor Works.

BMW's reputation for fine engineering began more than 80 years ago with the building of aircraft engines. The company established a home in the ground transportation realm a few years later, when in 1923 it built its first motorcycle. And BMW as we know it kicked off what would become a hall-of-fame career in automotive engineering, when it built its first motorcar in 1928.

Since then, BMW has built a tradition of excellence in the automotive industry, matched only by Mercedes-Benz, its primary rival over much of the past century. When it comes to cars, you can't really talk about luxury, style and performance without at least mentioning the letters B-M-W in the same breath.

So, as we approach the beginning of the 21st century, we have to ask ourselves, can and will BMW keep this going? I mean, how long can you continue to be to the automotive industry what Prada is to clothing, and what American Express or Visa are to financial services? For starters, how about becoming the BMW of clothing and the BMW of financial services, in addition to being the BMW of cars?

If that sounds farfetched, consider first that BMW didn't get where it is today by thinking along a narrow path, focusing solely on cars. Now, on the eve of a new era, a look at BMW doesn't merely reveal its entrance into the ever-expanding SUV market or a peek at the new Roadster. In fact, you won't truly know what's going on around BMW circles unless you flip through BMW Lifestyle, a new catalogue offering everything from men's Merino Wool V-necks, Quartz Alarm Chronograph watches and Women's Signature Tees, to spectator chairs, golf bags and umbrellas. Even after you purchase a couple of "Ultimate Driving Experience" tees, a pair of sandals and a neck tie, you're still not part of the 21st century unless you put it on your BMW Ultimate Card, and then deposit money into your BMW checking account to pay the bill.

Yep, the company that provides you with "the ultimate driving experience" is counting on providing you with that, and much more, in the future. And don't be surprised if it works. After all, Nike didn't want to settle for dominance in the shoe market, and now we buy their golf balls. We don't just buy them, we buy lots of them. And if that Tiger guy tells us to keep buying them -- or to start buying Nike salad dressing or something -- we will. And we'll like it!

Time will tell whether the catalogue will be another homerun for BMW. As for financial services, we won't have to wait that long. It turns out that their personal banking products are new only to the United States.

"Many people don't realize it, but BMW began providing consumer banking products and services in Europe nearly 20 years ago, and this aspect of our business has evolved as demand has grown," according to Stefan Krause, president of BMW Financial Services. "We're confident that BMW drivers will find the same attributes in our personal finance products as the ones they value most in their vehicles -- responsiveness and outstanding performance."

The recently introduced personal banking products -- which consists of two new credit cards and checking, savings, CDs and money market accounts -- add to a list of financial products that also include overdraft protection, free bill payment and bank debit cards. The personal banking products and credit card services are currently available to the 1.5 million BMW drivers in the United States through BMW's Web site at www.bmwusa.com/banking, and will be rolled out soon through BMW dealers across the country.

What happens with BMW in the coming years can never be anticipated, whether we're talking about cars, clothes or credit cards. But when it comes to long-standing success, one of the traits that the real players, in any industry, tend to have in common is an unwillingness to rest on their laurels. BMW wants to make sure that if we're not talking about the company's consistent dominance in automotive performance, we're still well aware of its presence. And when it comes to staying at the top, that is performance.