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Case Study Title: BMW – The 7 Series Project
Bayerische Motoren Werke (BMW) was founded in 1916 by Gustav Otto and started producing cars in the late 1920s. BMW was admired for its engineering and technical dexterity rather than their commercial success. Ailing financially in 1959, BMW was rescued by the Quandt family for one million dollars. ... This market set BMW apart from the competition and was a large reason they emerged as a world leader in the automobile market. ... BMW believed in their R&D department and invested heavily towards it, which pushed them to the leading edge of technology. ... BMW had highly skilled craftsmen in the model shops that traditionally hand built and fabricated assemblies for its prototype vehicles. ... A complete set would cost DM 7 million for just the cockpit parts and about DM 50 million for the entire car. ...
For years BMW had enjoyed the success and total control of building prototype designs in house. ... BMW placed high priority on cross-functional coordination between its various departments in the areas of performance, handling, safety, interior comfort, appearance, ride comfort, aerodynamics, and other aesthetic factors. ... This in-house process used by BMW provided maximum flexibility within a design cycle at a cost of DM 1. ... It was very important for BMW to be able to make changes to the design very late in the design cycle to support their strategy of being a leader in the areas of technical and styling innovation. ... After the parts were fabricated, these components then would be shipped to a single supplier, which would construct major subassemblies of the cockpit and then ship these parts to BMW where the assemblies would be used on the prototype vehicle on a pilot assembly line.
Approximate Word count = 1227
Approximate Pages = 4.9
(250 words per page double spaced)
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