After reviewing both the website, BMW seems to be a company which thinks a lot ahead in the future with a project into the next 100 yrs (BMW Group, 2018). They’ve divided the visions for their next 100 yrs. into four different categories based on the products they serve (BMW Group, 2018). Those being BMW, Mini, Rolls-Royce, and BMW Motorrad. Rather than going with a single statement that sums everything this provides them with better control and flexibility with regard to their moment.
BMW also provides an option for the customer to build their own product, the way they like around one of the car they’ve in the market (BMW USA, 2018). When the customer has an option to build their own car, they’re always excited about the concept and also helps increase the ownership of the customer for a particular car. They have got a select number of models and variations which is 17 to be precise. Even with that number, they do provide a lot of customization options to the customer and a good selection options.
Their innovation section features their idea of Company version 4.0 which envision their complete transaction into digitalization in the production process (BMW Group, 2018). They’ve already entered into space and have started using the digitalization methodology like using Virtual Reality (VR) for product optimization to make use of algorithms to better understand each connection and bolts used in each of their products. They also list about the next wave of technologies and mobility which they’ve already implemented to a certain level. Those being autonomous driving, connectivity, electro-mobility, excellent concept, design and model selection along with mobility services (BMW Group, 2018). Their movement towards electric vehicles suggests them embracing the change and the need of the hour. They’ve set this as their main strategic focus (BMW Group, 2018). They as promised delivered over 100,000 vehicles in the year 2017 which was an increased by more than 66% compared to previous year. The company projects further growth in their sales and have estimated sale of over half a million such cars a year within the next decade.
While looking into the production, they claim to be the only company which makes use of the light carbon fiber in large-series production (BMW Group, 2018). The use and benefit of carbon is much higher especially for electric vehicles as the additional weight of the battery is offset as well due to the overall weight being lighter. A car manufactured using steel would weigh 7.85 kg per cubic dm while carbon weighs more than four times lighter which is just 1.80 kg per cubic dm. They also make use of intelligent energy data management which provides a sustainable production process. The company also makes use of a robot to assist the company workforce when it comes to heavy works which minimize the strain to the company staff (BMW Group, 2018).
All those added with their brand to it has enabled BMW to differentiate themselves in the market. The competition is increasing in the market with so many players active in the market and especially in the electric vehicle category where Tesla appears to be the top player. Also, other giants are well into the race as well like GM, Volkswagen and Ford which adds a competition to BMW always keeping them at the edge of the seat stressing the need of differential strategies to remain on top of the market segment.
After reviewing both the website, BMW seems to be a company which thinks a lot ahead in the future with a project into the next 100 yrs (BMW Group, 2018). They’ve divided the visions for their next 100 yrs. into four different categories based on the products they serve (BMW Group, 2018). Those being BMW, Mini, Rolls-Royce, and BMW Motorrad. Rather than going with a single statement that sums everything this provides them with better control and flexibility with regard to their moment.
BMW also provides an option for the customer to build their own product, the way they like around one of the car they’ve in the market (BMW USA, 2018). When the customer has an option to build their own car, they’re always excited about the concept and also helps increase the ownership of the customer for a particular car. They have got a select number of models and variations which is 17 to be precise. Even with that number, they do provide a lot of customization options to the customer and a good selection options.
Their innovation section features their idea of Company version 4.0 which envision their complete transaction into digitalization in the production process (BMW Group, 2018). They’ve already entered into space and have started using the digitalization methodology like using Virtual Reality (VR) for product optimization to make use of algorithms to better understand each connection and bolts used in each of their products. They also list about the next wave of technologies and mobility which they’ve already implemented to a certain level. Those being autonomous driving, connectivity, electro-mobility, excellent concept, design and model selection along with mobility services (BMW Group, 2018). Their movement towards electric vehicles suggests them embracing the change and the need of the hour. They’ve set this as their main strategic focus (BMW Group, 2018). They as promised delivered over 100,000 vehicles in the year 2017 which was an increased by more than 66% compared to previous year. The company projects further growth in their sales and have estimated sale of over half a million such cars a year within the next decade.
While looking into the production, they claim to be the only company which makes use of the light carbon fiber in large-series production (BMW Group, 2018). The use and benefit of carbon is much higher especially for electric vehicles as the additional weight of the battery is offset as well due to the overall weight being lighter. A car manufactured using steel would weigh 7.85 kg per cubic dm while carbon weighs more than four times lighter which is just 1.80 kg per cubic dm. They also make use of intelligent energy data management which provides a sustainable production process. The company also makes use of a robot to assist the company workforce when it comes to heavy works which minimize the strain to the company staff (BMW Group, 2018).
All those added with their brand to it has enabled BMW to differentiate themselves in the market. The competition is increasing in the market with so many players active in the market and especially in the electric vehicle category where Tesla appears to be the top player. Also, other giants are well into the race as well like GM, Volkswagen and Ford which adds a competition to BMW always keeping them at the edge of the seat stressing the need of differential strategies to remain on top of the market segment.
References
BMW Group Next 100. (2018). Retrieved from bmwgroup.com/en/next100.html
BMW Group Brand Vision. (2018). Retrieved from bmwgroup.com/en/next100/brandvisio...
BMW Group Innovation & Company. (2018). Retrieved from bmwgroup.com/en/innovation/innovat...
BMW Group Technologies and Mobility. (2018). Retrieved from bmwgroup.com/en/innovation/technol...
BMW Group Electro Mobility. (2018). Retrieved from bmwgroup.com/en/innovation/technol...
BMW Group Production. (2018). Retrieved from bmwgroup.com/en/company/production...
BMW USA Build Your Own. (2018). Retrieved from bmwusa.com/byo.html#!/