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BMW Gaulle: Strong system integration capability is BMW's core competitiveness

Source: | 2020-01-15 09:30:13
At the beginning of the new year, Gao Le, president and chief executive officer of BMW Group Greater China, issued the first question on the social platform: "The industrial Internet is impacting all walks of life. How do auto companies build their core competitiveness?" Technology How will innovation change the century-old automotive industry?

China Automotive News Network News On January 14th, at the annual "New Year Media Communication Meeting" of the BMW Group, Gao Le put forward the BMW Group's thinking on this issue: "The core competitiveness of automotive companies lies in continuous innovation and continuous improvement The ability of system integration to create high-tech products that meet the quality requirements of mass-produced products for customers. "

Global system integration ability wins the future

At present, there are many different voices in the industry as to whether traditional car manufacturers can still "play". In response, Mr. Zipzer, Chairman of the BMW Group, once stated, "Today's cars have thousands of components, integrate many technologies, and contain millions of lines of code. For automakers, the ability to manage and integrate will Becomes critical. High-end cars are one of the most complex mass-produced products in the world, and the BMW Group will always focus on high-tech products and continuously strengthen our leading edge in system integration. "

Among them, one of the keywords is "mass production". The production of automobiles requires relatively high capital, technology, and supply chain systems. It can be said that behind every mass-produced automobile is the integration of global production collaboration and logistics technology. According to the data, the BMW Group's production network currently has up to 11,000 offline vehicles per day, coordinating suppliers at 4,500 locations, and implementing the concept of energy conservation and environmental protection in all production and operation activities of the company. The BMW Group production network guarantees sufficient flexibility to provide different customers with models, customized options, drive systems, etc. that meet their needs.

Automobiles are very complex industrial products, and innovative technologies need to be constantly implemented in mass production. Due to the peculiarity of the car, each link needs the highest possible reliability and security to enable customers to trust themselves and the lives of their families. Every BMW Group car must guarantee the same product quality and safety, and provide innovative digital and autonomous driving technologies. The BMW Group has more than 4,800 dealers in more than 160 countries around the world, providing customers around the world with standards-compliant products and service experiences. The most important thing is that the company must ensure the sustainability of the entire price system-while providing customers with competitive products, ensure the sustainable development of distributor partners and the company itself.

Strategy first, investment innovation

Since 2018, the BMW Group has fully upgraded China's strategic position: China is not only the BMW Group's largest sales market in the world, it has also become the company's global innovation center and production base. Based on its clear "2 + 4" strategy in China, BMW is continuously developing its core business based on two joint venture projects, while vigorously developing technological innovation for the "new four modernizations" of the automotive industry in four aspects of "ACES".

BMW Brilliance has maintained rapid development since 2003. Not only does it produce a number of BMW models in Shenyang, it also actively develops new energy vehicle business, and has established a dedicated high-voltage battery production center to produce core components such as power battery packs. The new BMW X1 plug-in hybrid model launched in 2019 takes the lead in adopting the industry-leading high-energy density "811 ternary lithium-ion battery pack", and the pure electric range is increased to 110 kilometers, becoming the current plug-in hybrid market in China. The model with the longest electric range.

At the end of December 2019, Beam Automobile Co., Ltd. successfully obtained a business license, and the electrification and localization of the MINI brand took an important step. In 2020, Beam Automobile's production base in Zhangjiagang City, Jiangsu Province will begin to break ground. In the future, pure electric MINI vehicles will be produced in China.

Mr. Gao Le, President and CEO of BMW Group Greater China, once said: "From 'Made in China' to 'Creation in China' is BMW's goal. In China, technological development is changing rapidly. We must increase investment in research and development here. That's why BMW has set up R & D institutions in Beijing, Shanghai and Shenyang. In 2020, our Shenyang production base will usher in the offline production of the pure electric model BMW iX3. This product will not only meet the needs of the Chinese market, but also be exported to the world. Other markets-this will be another milestone for BMW innovation in China. "

"Customer-centric" strategy pays off

At present, the development of digitalization is changing customers' consumption expectations and habits; customer needs are increasingly differentiated, and higher and more requirements are placed on products and services. According to the information disclosed by the BMW Group, the average customer age in China is only 35, which is 15 years younger than the average age in Europe and North America, and it has put more demands on product design, technology, and luxury experiences. China is the fastest-growing digital market, and Chinese customers ’needs in this regard are completely different from those in other markets. Based on the "customer-centric" principle, the BMW Group is firmly based on the actual needs of customers and continuously optimizes the customer experience in terms of products, services, and brands.

2019 is a challenging year. BMW has long been aware of the pressure and challenges brought by the industry's downturn. In 2019, BMW and its dealer partners worked hard on "internal strength": on the one hand, it empowers dealers, enhances their overall competitiveness, and transforms and optimizes dealers' operating philosophy and methods; on the other hand, it returns to the origin of the customer and from the perspective of the customer Starting from the point of contact with customers, especially at the dealer network, to strengthen and improve service standards, from hardware to software, from training to business philosophy and behavior methods, a series of service optimization measures were launched. Take the "BMW Network Leading Project" as an example. This is the first time in BMW that based on the customer preferences and habits of the digital era, based on the understanding and insights of the needs of local consumers in China, the software and hardware of the dealer network are fully innovated and upgraded. Leading projects include the overall in-store design concept of distributors, the use of digital technology, optimized service and process management, etc., and are committed to providing customers with a warm, comfortable, and belonging experience. In 2019, the first batch of 59 dealership 4S stores in the country has been upgraded, and 60-70 leading dealers will be upgraded each year in the future.

In 2019, BMW has also established a new subsidiary in China: Lingyue Digital Information Technology Co., Ltd. The goal of the new company is to be a pioneer in customer-centric digital solutions and big data processing capabilities in China. The company stated that Lead Yue will be an important driving force for its digital transformation, and is committed to creating a quality customer experience with seamless online and offline links in China.

The automotive industry is changing, and BMW insists that the demand for human mobility will not change. To this end, BMW will always put customer needs first, is committed to providing a comprehensive and high-end travel experience, and constantly strengthens its product strength and brand appeal. It will continue to move forward in 2020 and beyond.

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