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Dream it. Build it. Drive it.
1918
Out of aircraft
engine business
1920
1928
BMW manufactured motorcycles, aircraft engines, and missiles for the German army.
Most of the BMW factories were destroyed during this period.
Three year ban, caused downsizing of BMW's manufacturing capacity.
1948
1970
1975
1990
1994
2000
2002
2003
2008
U.S. Car distribution:
- The internet changed the way people bought cars.
- The declining interest in cars among young people.
- BMW franchise
BMW group:
- €45 billon market capitalization
- Quandt family owns 47% of the company stock
- 53% of the stocks is publicly traded on the Frankfurt Stock Exchange.
- Headquatered in Munich
- Sold in 130 countries
- 25 manufacuring facilities
- Highest unit sales: 1.6 million cars
1995
1997
1999
2011
2006
2012
Manufacturing
1992
Mass customization
1922
Dream It. Build It. Drive It.
2009: U.S. sold 15% of customized cars and Europe sold 50%.
2010: New marketing program X3 model: Dream it. Build it. Drive it.
The communication Manager at BMW Patrick McKenna explained why BMW chose the X3: “We picked the X3 for this project because it was a new product, and because any new BMW only comes every seven years so the lifecycle is pretty long. When you consider adding something to a product, you can only do so where there is a completely new product involved.”
The customers are engaged in the customizing process
- Dream about the car
- Involved in individual customizing (recorded with cameras to make an experience)
- Driving it when it is delivered
Dream it. Build it. Drive it.
America is different from the world if they want something they want it now.
- Delivery time 7 weeks.
- Moved to South Carolina.
- New Delivery time 2-3 weeks in the U.S.
- Germany extra delivery time of 1 month.
- Competitors Audi and Mercedes delivery time 8 -16 weeks.
The main reasons for “Dream It. Build It. Drive It.” was because the sales of the previous X3 was dramatically dropping in the U.S. This worked X3 became the best-selling car in 2011.
To expand the BMW success:
- New target group woman
- Focus on new media
- App for Apple’s mobile advertising network called iAD.
- Woman’s glossy magazines
- TV appearance with Martha Stewart
Joseph Wierda:
- BMW X3 Product Manager
- Customization program: Dream it. Build it. Drive it.
- Important question: Extend across all BMW product lines?
Effect for regional and global manufacturing strategy, sales and distribution strategy and overall competitive positioning
James Bond movie The World Is Not Enough: BMW Z8 luxury convertible
First introduction of the BMW X3
Overall U.S. car sales dropped
Return on motorcycle
and car production
BMW bought British Rover Group PLC
End of BMW's James Bond engagement
Introduction logo
James Bond movie Tomorrow Never Dies: flagship executive sedan BMW 750iL
Dream it. Build it. Drive it
Should the BMW of North America Group expand its “Dream It. Build It. Drive It.” campaign to its flagship X5 full-size SUVs in order to revitalize the models declining sales?
Or should BMW use the campaign for the new X4 launch planned for 2014?
Was the personalization aspect overrated?
Start of the Billboard Battle with Audi
BMW of North America:
First office established in the U.S. New Jersey, Woodcliff Lake
Mission impossible ghost protocol X3 and 6 series BMW i8 concept car
BMW: Bayerische Motoren Werke
Introducing BMW 3, 5 and 7
series
First appearance in James Bond movie, Golden Eye, of BMW Sporty Z3
First BMW car
- three cylinder
- 15-horsepower
Introduction of Efficient Dynamics Concept
Change in consumer behaviour: cars were kept for a longer period
Successor of Rapp Motorenwerke
Change in strategy to major technological improvements
The Treaty of Versailles
The BMW X3 target customers:
- New to the luxury market
- Young families who don't need large space
- Empty nesters
Customization at BMW
2000: the KOVP concept launched (Customer-oriented sales and production process)
- Making vehicle equipment in the last moment
BMW Individual program was available for all cars in Europe and in the U.S. only for the 6 and 7 Series.
Joseph Wierda: "The BMW Individual Program caters more to high-end customers who order something that is beyond what is typically available."
BMW returned to aircraft
engine manufacturing
BMW successfully relaunched the MINI-brand with a new strategy
Joint venture with Rolls Royce
Use slogan: Ultimate driving machine (1970)
1945
1940
1918
1922
1945
1948
2001
2003
The Hire movies.
BMW Individual Program
Russia: assembly for the 3, 5, 7 series and the X3
Great Britain: Home of MINI and Rolls Royce production
Berlin: BMW's sport and touring motorcycles manufacturing
Germany: The main BMW manufacturing sites
No product development only pre-war copies.
1945
1952
Italy: motocross and endure bikes manufacturing
Close to being acquired by Daimler-Benz.
1950
1960
South Carolina: Plant Spartanburg
Egypt: assembly for the 3, 5, 7 series and the X3
India: assembly for the 3, 5, 7 series and the X3
“Use of flexible processes and organizational structures to produce varied and individually customized products and services at the price of standardized mass-produced alternatives.”
Benefits for the manufactures:
- Lower cost
- Reduce overheads
- Higher margins
- Benefit for the customers
- Find what they want without paying for it
Here’s a car, where’s the customer for it?
Thailand: assembly for the 3, 5, 7 series and the X3
Maleysia: assembly for the 3, 5, 7 series and the X3
Indonesia: assembly for the 3, 5, 7 series and the X3
.