BMW 2003 Annual Report Download - page 176
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40
Driving innovation
Detecting potentials. Shaping growth.
Innovation generates growth. But what is an innovation? Something new, some-
thing that has never existed before? An outstanding technical achievement?
Dictionaries define innovation as “an invention or the introduction of new methods
or ideas”. The BMW Group’s engineers have added an essential component
to the term of innovation: customer benefit. This is the basis and goal of every
innovation introduced into the BMW Group’s vehicles. After all, a customer will
only be willing to pay for technology if he can be convinced of its added
value.
Hence, innovations appreciated by the customer lie at the heart
of the product
value of automobiles of the BMW, MINI and Rolls-Royce brands.
In the BMW Group, a three-phase innovation management process ensures
that innovations, new products and technologies find their way as quickly as
possible out of the laboratories, workshops and test vehicles into the cars.
The BMW Group’s innovation management process begins at an early stage
with “innovation research”. During this stage, engineers take stock of the latest
technologies, which have been hatched either within the Company or in other
industries, such as information technology. This is followed, at a second stage,
by “innovation control”, which assesses all the new technologies with regard
to customer benefit and market opportunities. If a new technology meets all the
requirements, “innovation transfer management” then ensures that it is inte-
grated into the vehicles and services of the BMW Group and is made available to
customers as quickly as possible.
Central innovation management takes place at the BMW Group’s Research
and Innovation Centre (FIZ) in Munich. The FIZ is strategically linked with other
development centres that track down new and interesting trends worldwide
and adapt them for automotive application. They include, for example, the BMW
Technology Office in Palo Alto (Silicon Valley), BMW Group DesignworksUSA
in Los Angeles, the BMW Technology Office in Tokyo, and BMW Car IT and
BMW Group Research and Technology in Munich.
However, the contacts do not end at the company gates. Suppliers and
universities are also integrated into the BMW Group’s network of know-how,
ensuring a constant exchange of creative ideas.
In this, everyone working at the BMW Group shares a key idea: a passion for
individual mobility, combined with the wish to constantly improve what is already
good.