BMW 2014 Annual Report Download - page 42

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18 COMBINED MANAGEMENT REPORT
18 General Information on the BMW Group
23 Report on Economic Position
23 General and Sector-specific
Environment
26 Overall Assessment by Management
26 Financial and Non-financial
Performance Indicators
29 Review of Operations
29 Automotive Segment
35 Motorcycles Segment
36 Financial Services Segment
38 Research and Development
40 Purchasing
41 Sales and Marketing
44 Workforce
45 Sustainability
49 Results of Operations, Financial
Position and Net Assets
61 Comments on Financial Statements
of BMW AG
64 Events after the End of the
Reporting Period
65 Report on Outlook, Risks and
Opportunities
82 Internal Control System and Risk
Management System Relevant for the
Consolidated Financial Reporting Process
83
Disclosures Relevant for Takeovers
and Explanatory Comments
87 BMW Stock and Capital Markets
and efficient 3- and 4-cylinder TwinPower turbo engines.
For the first time in its 55-year history, a five-door ver-
sion of the MINI has been available since October. The
two MINI models have received the highest acclaim
both in the media and from customers. The model up-
dates
of the MINI Countryman and MINI Paceman were
both launched in July. In December, the BMW Group
announced the new John Cooper Works MINI, which will
be available on markets worldwide from spring 2015.
Start-up of Rolls-Royce Ghost Series II
The Rolls-Royce Ghost Series II has been in the show-
rooms since the autumn with a moderately revised
design and continues to combine smooth, understated
performance with contemporary luxury.
In 2014, Rolls-Royce Motor Cars added ten dealerships
to its sales network, an important step in its aspiration
to strengthen its position in the ultra-luxury segment.
New approach to communications with #BMWstories
BMW is breaking new ground in communications
with
#BMWstories. The online platform www.bmw.
com / BMWstories offers a broad spectrum of commu-
nication channels. These include films and photo gal-
leries depicting the special features of BMW models.
Since #BMWstories started in May 2014, the online
platform has received more than 3.5 million hits. Over
200 million interactions have already taken place in
social media. The published videos have been viewed
over 36 million times.
Successful launch of BMW i 360°ELECTRIC
With BMW i 360°ELECTRIC, BMW currently offers a
comprehensive package of products and services for
purely battery-powered and plug-in hybrid vehicles in
38 countries worldwide. The package is based on four
features: comfortable, rapid, emissions-free charging at
home; simple comprehensive access to public charging
stations; flexible mobility for long-distance journeys
and an Assistance Service for maintenance and repairs.
BMW offers two types of product for charging at home:
in addition to the Wallbox Pure for simple, safe charging,
the Wallbox Pro has been available since 2014 for more
rapid availability.
Development of connected mobility
The BMW Group further extended its connected mobil-
ity services in 2014. In total, BMW ConnectedDrive ser-
vices were introduced in a further eleven markets, as a
result of which they are now available in 36 countries
worldwide. In the meantime, 95 % of all new vehicles in
the BMW fleet are equipped with an integrated SIM
card.
In addition to its intelligent emergency call feature,
which already offers a broader range of functions than
the E-call required by EU legislation as from 2016, the
customer can benefit from a large number of innova-
tive services. These include the Concierge Call, which
is available around the clock and – if required – looks
up addresses and feeds them directly into the
naviga-
tion system or makes reservations directly. In addi-
tion, the real-time traffic information (RTTI) or the re-
mote functions, for example, offer useful support for
the driver.
In addition, further distribution channels have been
established for mobility services. During the year under
report, the ConnectedDrive Store opened not only in
the pilot markets of Belgium and Luxembourg, but also
in Germany. For the first time in the premium segment,
services can therefore be ordered quickly and easily via
a PC or even directly from the vehicle, and used straight
away. The ConnectedDrive Store therefore grants ac-
cess
not only to new vehicles but also to used vehicles
equipped with ConnectedDrive.
BMW i sales model
To coincide with the market launch of the BMW i3 in
Europe and Japan, a direct sales model was successfully
introduced in these markets. Over 200 selected BMW i
partners offer BMW i brand vehicles. In addition, the
BMW i models are available in selected direct sales mar-
kets via new distribution channels – including via the
Customer Interaction Centre (CIC), which has been
suc-
cessfully introduced in nine markets. In four markets
to start with, the Mobile Sales Advisor (MSA) has also
become a fixed component of the BMW i sales model.
The integrated BMW i online sales platform enables cus-
tomers to order their BMW i3 via the Internet, too. The
new sales channels provide customer-friendly access to
the BMW i range of products and services. In the show-
rooms, the Product Genius in operation at all BMW i
partners also contributes to comprehensive product
advice.
Premium services for individual mobility
Beyond its innovative electric and hybrid cars, BMW i
also stands for sustainable mobility concepts. The aim
of the mobility services is to promote urban mobility,
irrespective of the means of transport used.