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    BMW AG: The Digital Car Project

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    AakashRaval
    BMW was developing the "Digital Car" project to dramatically shorten its vehicle development process from 60 months to only 30 months. For this project, BMW decided to use a real vehicle program to test and establish its new digital development system. It had to choose whether to use a derivative model like a 3-Series wagon or a new platform like the 7-Series sedan. Previously, BMW had been facing increased competition from Japanese automakers and customers demanding more choices at lower prices. The "Digital Car" project aimed to allow BMW to develop vehicles much faster and remain competitive in this new environment.

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    BMW AG: The Digital Car Project

    Uploaded by

    AakashRaval
    780 views6 pages
    BMW was developing the "Digital Car" project to dramatically shorten its vehicle development process from 60 months to only 30 months. For this project, BMW decided to use a real vehicle program to test and establish its new digital development system. It had to choose whether to use a derivative model like a 3-Series wagon or a new platform like the 7-Series sedan. Previously, BMW had been facing increased competition from Japanese automakers and customers demanding more choices at lower prices. The "Digital Car" project aimed to allow BMW to develop vehicles much faster and remain competitive in this new environment.

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    BMW AG : The Digital Car Project

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    BMW AG : The Digital Car Project

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    BMW was developing the "Digital Car" project to dramatically shorten its vehicle development process from 60 months to only 30 months. For this project, BMW decided to use a real vehicle program to test and establish its new digital development system. It had to choose whether to use a derivative model like a 3-Series wagon or a new platform like the 7-Series sedan. Previously, BMW had been facing increased competition from Japanese automakers and customers demanding more choices at lower prices. The "Digital Car" project aimed to allow BMW to develop vehicles much faster and remain competitive in this new environment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    780 views6 pages

    BMW AG: The Digital Car Project

    Uploaded by

    AakashRaval
    BMW was developing the "Digital Car" project to dramatically shorten its vehicle development process from 60 months to only 30 months. For this project, BMW decided to use a real vehicle program to test and establish its new digital development system. It had to choose whether to use a derivative model like a 3-Series wagon or a new platform like the 7-Series sedan. Previously, BMW had been facing increased competition from Japanese automakers and customers demanding more choices at lower prices. The "Digital Car" project aimed to allow BMW to develop vehicles much faster and remain competitive in this new environment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6
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    The passage provides an overview of BMW's history from its founding in 1916 to manufacturing motorcycles and cars, its competition with Mercedes, and efforts to shorten its development timelines.

    BMW's financial struggles in the 1950s and increased competition from Japanese automakers in the luxury market in the early 1990s led it to decide in the mid-1990s to reengineer its 60-month development process to become faster and more efficient.

    The European automotive market in the 1990s was oversaturated with many brands and models, production capacity exceeded sales, and customers demanded more choices at lower prices, leading to growth in used car sales. Japanese automakers had also reduced their development times.

    BMW AG: THE

    DIGITAL CAR
    PROJECT

    Automotive History
    1885 First automobiles powered by internal combustion engines
    developed in Germany by engineer Karl Benz (followed in 1886 by
    compatriot Gottlieb Daimler).
    1916 BMW founded to manufacture aircraft engines.
    1923 Treaty of Versailles leads BMW into manufacturing ground-based
    transportation, starting with motorcycles.
    1959 BMW's weak financial position, after several marketing errors,
    almost leads to a takeover by its traditional rival Mercedes. German
    industrialist Herbert Quandt rescues firm with personal investment.
    Early 90s Entry of the Japanese (such as Lexus) as serious contenders
    in the luxury car market.
    1995 For the first time ever, BMW's unit sales overtake Mercedes.

    Reengineering Project
    Mid-90s Decision to reengineer current 60-month development
    process because of changes in competitive landscape. Task force
    identifies five key process areas (body, climate control, fuel supply,
    engines, accoustics) that account for 90% of critical path activities.
    1997 Dassault visit in Paris: decision made to use real project to drive
    changes towards a new 50% faster development plan. Project codenamed "Digital Car".
    Decision point: should a derivative (3-Series Touring station wagon) or
    platform project (7-Series sedan) be selected for the new "Digital Car"
    development system?

    Automotive Competition in the

    In 1996, the European market sported some 50 car brand names, with
    1990s
    about 300 different base models.
    The European market production capacity of 20 million overwhelmed
    the total yearly sales of 14 million.
    Customers demanded more choices while wanting to pay less. This
    led to a rise in second-hand and almost new car sales.
    The Japanese had reduce their traditional 50 months development
    lead time by 30%.
    The first time in history, BMW unit sales surpasses that of Mercedesbenz.

    Product Design & Engineering


    A successful design is not characterized by the ability to create a
    brief sensation, but by the influence it exerts on subsequent designs
    in the years that follow.
    Automobile development in 1990s entailed thousand of steps
    Five year process relied on the work of designers, craftsmen,
    engineers
    Automobile can of thought of having two components:
    Package
    Skin
    Initial phase design of package and skin could proceed in parallel
    Centralization of car development at FIZ smoothened communication

    BMW viewed design as link between past and future.


    Design for a proposed model started with manual renderings on paper
    In designing concept phase company explicitly sought through a
    competitive process a large variety of concepts from in-house designers
    and sometimes external industrial designers.
    Next, whittling down choices. Small clay models of initial concepts.
    It took 12 weeks to go from initial concept to a finalized clay model
    Scanning device capture the geometry of clay model.
    BMW prided itself on its handcraftsmanship
    Three properties:
    The Precision of the surface
    The surface stress
    The lines of reflection
    After exterior design was complete , the CAD data moved to Andreas
    Webers group

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