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The BMW Group's focus on innovation.
The BMW Group is the most successful premium manufacturer in the automotive industry. One of the fundamental prerequisites for this success was and is ongoing leadership and innovation in the construction of cars perceived and acknowledged as leaders by the customer. Innovation upgrades the product in its substance, and only attractive product substance can secure the long-term success of a company in sales.
A further point is that innovation is the right tool to clearly stand out from the competition in an increasingly competitive premium market. Modern premium cars today have reached a comparably high level of technology in many respects, the customer taking features such as passive safety and quality for granted right from the start.
Innovations in technology give the car maker the opportunity to stand out clearly from the competition and to express the features so typical of a BMW, MINI, or Rolls-Royce in and through the very substance of the product.
A further point is that innovative technologies enable the manufacturer to minimise or completely overcome conflicts in interest in the development of a car. But innovation, as seen by the BMW Group, does not mean developing new concepts and technologies simply because they happen to be new. Instead, new technologies must fulfil specific requirements in order to be acknowledged as genuine innovations.
A few examples:
- Jet-guided High Precision Injection direct gasoline injection technology significantly reduces fuel consumption and increases engine output at the same time.
- Runflat tyres save space and weight by omitting the spare wheel and at the same time offer a significant enhancement of safety.
- Active Steering offers the driver supremacy on the road on fast straight-ahead stretches, outstanding agility in a rapid succession of bends, and comfortable steering behaviour when parking.
Only innovations offering clearly recognisable customer benefits, strengthening the character of our cars and brands, meeting the greatest demands in terms of quality and reliability, and providing a sensible business case, meet the prerequisites for actual use in series production.
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