BMW 2007 Annual Report Download - page 193

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Shaping the future. How can we take advantage of the changing con-
ditions as an opportunity for growth? How can we align our product portfolio
accordingly? How can we create new concepts for individual mobility?
When the automobile was invented at the end of the 19th century, nobody would have
guessed the changes in society and the business world this invention would bring about.
Today, individual mobility has become an inherent part of our private and professional life.
But conditions have changed dramatically. Experts warn us of the effects of global warming
caused by carbon emissions from industrial production, power plants, households and road
traffic. Add to that the depletion of fossil fuel resources. The traditional combustion engine
powered by petrol or diesel will no longer be able to provide a satisfying answer to this
problem. Mobility in so-called megacities, large metropolitan and urban areas, is reaching its
limits.
This is why we are taking on the challenge to help guarantee future individual mobility. It is a
basic need we intend to meet by developing contemporary solutions. We will be developing
completely new vehicle concepts. To create something entirely different you have to be
willing to break new ground. There cannot be any taboos. Nothing can continue as it used
to be. As an automotive manufacturer with a more than 90-year history, we consider it our
social and corporate responsibility to make these challenges our top priority. For we want
to add new chapters to our company’s success story in the future.
Which drive system is sustainable, efficient and high-performance enough? Does every car
need to have four wheels? Which interior concepts really correspond to the demographic
change? Which vehicle concepts suit megacity traffic? How can we customise our vehicles
even better? What else will customers demand in the third millennium? And can we pursue
the idea of sustainable automotive engineering even more consistently? Do new business
models make sense? These are some of the questions that have led to a trendsetting future
project launched as an element of our new strategy Number ONE.
We know that we are facing the critical task for the automotive industry in the third millennium.
Tackling this challenge is essential for survival in our industry. And the company to come up
with the best solution will have a competitive advantage for many years to come.
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