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Company

What's BMW made of?

History

Changes

BMW figures some 90% of the innovations in its new models are electronics-driven.

That requires once-slow-moving automakers to adapt to the lightning pace of innovation and change driving the semiconductor and software industries.

Evolution of Design

End of 1920s

  • Art nouveau and art deco are over (cars)
  • Special Autobody manufacturers
  • Easy formed design (save time)
  • Cubic forms and plain windows
  • First car 3/15 in 1929

1933

  • The double-kidney was introduced
  • Fritz Fiedler (constructor)
  • First aesthetic design elements
  • Design & techique

1936

  • BMW 32
  • More modern
  • Sporty & emotional
  • Round forms
  • Aerodynamic comes into play
  • First design department

After WWII

  • BMW 501
  • Not very successful
  • BMW decides to BUY design (USA, Italy)

1955

3 different cars

  • Isetta
  • BMW 507 (mixture of italian lines and american forms)
  • BMW 503

50s

BMW 1500

  • New medium class
  • Quandt (new investor) insists on double-kidney

3200 CS

2000 CS

70s

  • New French designer (Paul Bracq)
  • Plane and prolated autobody & big windows
  • Typical twin headlights
  • New series 5

70s - 80s

  • Design Prototype BMW Turbo
  • Claus Luthe
  • Wedge profile & aerodynamic curves

Brand Strategy

- branding strategy of BMW consists of innovation, dynamism, exclusivity and aesthetics which helps the company to increase its brand value.

BMW has based it brand on four core values :

  • Technology

  • Quality

  • Performance

  • Exclusivity

PRODUCT TYPE :

Durable product

Top-of-the-range, small and urban car

Attributes

Different MINI Cooper Models

A modern design for an automotive legend

Free-choice options

Powerful

Reliability, safety and comfort

Go- Kart handling and road holding

It’s a Mini adventure…!!

INNOVATION RESEARCH

INNOVATION MANAGEMENT

INNOVATION TRANSFER

INNOVATION RESEARCH

INNOVATION MANAGEMENT

INNOVATION TRANSFER

Design Awards

2004 - "most innovative company"

2009 - International Design Excellence Awards

2010 - Multiple ‘Red Dot’ Awards

2010 - Auto Bild Design Award ‘BMW Efficient Dynamics’

2011 - Federal Republic of Germany

Conclusion

Through the integration of Innovation into all edges of the company and by making the process a key strategic and cultural element, BMW strives to remain one of the leading automobile producers in the 20th century.

The combination of innovation and creativity in the design segment depicts the reasons behind the company’s astonishing success.

In addition, the groups focus on this specific factor granted them a secure long-term success in sales, as well as, an opportunity to stand out in such a competitive premium market.

“Innovations in technology give the car maker the opportunity to stand out clearly from the competition and to express the features so typical of a BMW, MINI, or Rolls-Royce in and through the very substance of the product.”

INNOVATIONS TO ACTUAL PRODUCT DEVELOPMENT

Innovation Through Design

Strategy & Design

of An Old

Bayerische Company

Chérine SABOUR

Faisal ALQETHAMI

Naif ALRABIE

Patrick WALTER

Hsueh-Li WANG

Mini Cooper‘s Example

The Mini Success

Mini in1959

Mini in 1973 : Mini 1275 GT, the high end mini: « long nose », Mini 1000 and Mini Clubman

Another brand focused on innovation whether it is technical, aestetic, or in terms of communication…:

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