To: Jorge Gomez
From: Robert Feagans
Date: September 19th 2011
Subject: Research on BMW
For my research assignment I have decided to investigate the automobile company known as Bayerische Motoren Werke, Bavarian Motor Works. Or simply the acronym many people know as, BMW. BMW generally receives high praises as a company itself, not just as a car company. I would like to find out whether or not this is actually true.
BMW was originally an aircraft manufacturer. It started out as Bayerische Flugzeug-Werke, meaning, Bavarian Aircraft Works, which was formed in 1916. In the same year, Rapp Motoren werke became Bayerishce Moteren Werke. In August of 1918 BFW bought BMW and merged the two companies together, creating the BMW we know today. In 1923 they shifted production to motorcycles as the airplane engine market had collapsed after the war. Throughout the history of BMW there have been many problems with continuing production. During World War II plants were destroyed and many production abilities were lost. However, they always made it a point to recover, often by focusing on the two wheel market. Today BMW is one of the most revered car companies in the world. They don’t build luxury cars, they build luxury sports cars. A BMW is a combination of many things. The ride is smooth and forgiving, yet it handles as if it is on rails. The interior is comfortable and classy, using a combination of leather and suede on many different surfaces in conjunction with a high quality sound system. The exterior is sporty looking, but also semi-unassuming. The engines are not the most powerful, but they are quick, having much usable torque. They are renowned for their use of both the inline four and six cylinder engines. They also still offer manual gearboxes, the epitome of a sports car, in a time when most manufacturers are removing them in favor of twin clutch gearboxes. There line up consists of many cars today: the two door one series, the 3 series (2/4 door, convertible or touring), the 5 series four door saloon or touring, the six series grand touring car in either a coupe or convertible, the 7 series 4 door (essentially a long 5 series) and the X series suv’s. There is also the ///M line up which consists of performance 1 series,3 series, 5 series and the X5///M. These cars are considered the upper echelon of performance luxury cars. They have the best balance of both performance and comfort.The 3 series is considered the luxury car in the market today, and has been since its conception in 1975. The 3 series is one of the most popular cars among Car and Driver employees. In fact, it is the most bought car among their employees. Every year since 1992 the 3 series has been in the top spots for their car of the year. The 5 series has also been on that same list for nearly as many years. Not only is BMW considered the brand to beat in car sales, but it is also very competitive in motorsport. The BMW E30 M3 is the most winning saloon car of all time in professional motorsports.
After thorough research throughout the internet, I was not able to find any signs of foul business or corruption scandals in the company. The only related article I found was about two employees accepting bribes; however, there were no cases of BMW themselves breaking any business laws. After some research on their own website I was however able to find some examples of their ethics. BMW is somewhat of a pioneer in environmentally friendly production means. They are doing simple things such as setting the computers of employees to more power efficient modes, but they are also doing things such as using solar panels in their South African plant, and powering their US plant with methane gas from a nearby land fill. They are doing similar things in their German plants. Not only are their facilities themselves green, but the processes which they use are also very eco-friendly. At this point in time, approximately 97 percent of their manufacturing waste is recycled. The metal scraps from the press shops are immediately returned to the smelter, they use closed rail cars to avoid having to wrap new cars in wax, and other left overs are used to power and heat the facilities instead of using fossil fuels. As expected the cars are quite friendly as well. Over the past 15 years the amount of carbon dioxides has been reduced by around 30 percent. They are also employing hydrogen, electric and diesel fuels in order to further reduce pollution. BMW operates as a very ethical company, striving to leave a smaller footprint on the earth. As a company BMW also strives to provide an optimal work environment for its employees. Many benefits are offered to those who work there. For example: in the workplace, special accommodations are made for all types of circumstances from age related problems, to family issues to health issues. Employees who wish to have a strong family life are offered flexible hours, there are health centers available, training programs for stress issues, back issues and healthy eating. BMW strives to create an environment in which the employee feels comfortable and enjoys working. They also promote being involved with many different clubs, sports and other organizations in order to keep an active lifestyle for the employee.
Over the years BMW has made much advancement in the automotive field. Today many of their cars contain a system known as: idrive. This computer continually monitors the road for the driver in order to avoid accidents. It does things such as: monitor traffic signals and speed limits. It also contains a system that helps to navigate the driver to not only every day locations, but also to many different points of interest. This same system is used to help rescue workers locate the automobile in case of an emergency. In addition to safety innovations, they are also continuing work on fuel efficient and powerful engines. Through the use of more efficient fueling processes and better materials, they have both increased power and fuel efficiency. To further fuel efficiency and handling, BMW created what is known as the most advanced wind tunnel facility of its kind. Using this wind tunnel they have created cars so dynamically efficient that they are approaching the point where large amounts of money are necessary to achieve further innovation.
Through my research on the company BMW, I have learned a lot about the type of business they own and run. I was always aware of their continual innovations in the motorsports area of cars, I was not aware of their great advancements in fuel and aerodynamic efficiency. Perhaps the thing that most surprised me was the great lengths at which they go to in order to provide the most optimal work environment.
