Guest Lecture BMW

Question 1

Key Learnings?

Answer 1

• Innovation that benefits the customer.
• Production improvement.
• Legal requirements (CO2 submission).
• find the right balance to listen to negative and not negative input
• allies in management and finance are very important.
  CFO and CEO.​

Question 2

Strategic Factors

Answer 2

• Environment:
  
  • climatic changes
• Urbanization:
  
  • ​Beyjing only certain number plates per day. Lottery to get a car.
• Politics and Regulations:
  
  • ​Co2 reduction (high R&D effort for combustion engines)
• Economics:
  
  • ​fuel price
  • dont rely on oil
• Culture:
  
  • no longer personal relationship to a car
• Customer expectation
  
  • ​car should be zero emission

Question 3

Why did BMW changed their strategy statement?

Answer 3

The BMW Group
is the world’s leading provider
of premium products and premium services for individual mobility.

Question 4

How does the evolution of the e-car looked like?

Answer 4

• Mini-e:
  
  • ​rapid prototyping. not a really good car but perfect to get first experience and collecting feedback
• BMW activeE:
  
  • ​BMW converted to an electric car.
  • looked and concepted like a normal car
  • batteris in the rear
• BMW i3 and i8
  
  • Managers were forced to drive car and competitor car. so they got the idea that this is a real bmw.
  • concepted from scratch.

Question 5

What did BMW learn from customer feedback?

Answer 5

Not only zero emission. also very dynamic and comfortable.

Question 6

Concrete benefits of the iSeries?

Answer 6

• assembly takes only 30% of time of the M1 series.
• Interior looks different - want to attract different customers.
• fibre used to buy parts (sustainable) which is thrown away otherwise.
• subgroup M (dynamic) - I (eco-friendly).
• completely new customer segment - new interior etc.
• if you break the battery is refuled. jump start red light - geht energy back.
• first car with body made of carbon fibre.
  
  • Steel promotes deformation through whole car. Carbon fibre is only the part deformed, not the whole car.
• great acceleration
• U-turn in one spot (tires)

Question 7

Collateal benefits?

Answer 7

• Highly dynamic and agile
• Effortless acceleration
• Silent and smooth inside and outside
• Large passenger cell related to footprint
• Convenient curb side access
• Parking heating/cooling included
• Reduced energy costs
• Reduced service requirements

Question 8

What complementary services came along?

Answer 8

Besides the dealer business model other purchase options were added:

• Buy online
• Callcenter
• Direct customer feedback

Question 9

360 degree electric meaning and challenges

Answer 9

• Assistance Services:
  
  • Partners and dealers need to know how to maintain an electric car
  • Car charging on gas stations needs to be enabled
• Provide home charging:
  
  • provide the technique
• Ensure flexibility:
  
  • ​lease long distance cars (x5) at very cheap rates
  • one card for each charging station
• Enable public charging

Question 10

BMW mobility services portfolio

Answer 10

• Car-enabled mobility:
  
  • ​Connected drive (in the car)
• Car-related mobility:
  
  • ​ParkNow (BMW owner)
  • DriveNow (automobile user)
• Car-indipendent-mobility:
  
  • ​Charegpoint
  • Parkatmyhouse (switch parking lots)
    *

Question 11

What is holictic sustainability?

Answer 11

• Sustainability before the vehicle usage phase
  
  • production consumes 50% less energy
  • all energy is 100% renewable
  • 70% less fresh warter consumed…
• Sustainability during the vehicle usage phase
  
  • Energy companies can use the batteries of the e-cars as a storage system an pai for that
• Sustainability after the vehicle usage phase
  
  • batteries can be used to prevent blackouts
    *

Question 12

Summary

Answer 12

• new from scratch developed vehicles
• innovating is hard work. not always a heros job.
• Innovation requires much more things to do. (innovate the production process is very expensive)
• You might get a lot of solutions to other problems by bringing your innovation to the marktet
• new sub-brand
• visionary design
• connectivity
• services