Chairman of the
Board of Management
of BMW AG
Board of Management
of BMW AG
Mr Krüger, what kind of company does the BMW Group want to be in 2025?
We have a clear vision for the BMW Group for the future. Besides our emotional premium vehicles and brands, we will be focusing even more on our customers and their individual needs. We want to inspire them and offer them the right products and services at all times in every phase of their lives – what I call customised premium mobility.
The automotive industry is undergoing dramatic change. Where is the BMW Group in this process?
Looking out into the future, implementing a clear strategy, learning fast and acting quickly – all of these things are critical for any company these days. The BMW Group has proved throughout its history that we are masters of change. And we deliver on our promises! You only have to look back ten years. In 2007, we sold 1.5 million vehicles in a year and we presented our Strategy NUMBER ONE, with the goal of building a “vehicle for megacities”. In 2017, we delivered more than 2.4 million vehicles to customers. At the same time we’re offering the widest range of electrified vehicles on the market. The focus of our Strategy NUMBER ONE > NEXT is on
e-mobility, autonomous driving and digitalisation – and the BMW Group
aims to be a leader in all these areas. To achieve this, we are working with strong partners from IT and
How do you get your team on board with this?
It takes a lot of communication. We are preparing our associates for new responsibilities. Since 2009, we have invested more than €2.5 billion in training and development. This underscores how great the need for change is. Having the right mindset is crucial – because change begins in people’s heads. Excellent leadership and having a clear goal in front of us – that is how we will continue to deliver outstanding performance in the future.
“We offer young talents from all technical disciplines the chance to shape the mobility of tomorrow in all its many different facets.”
How do you see your team? What makes it special?
People who work for the BMW Group have two things in common: first of all, we are passionate about mobility, and second, we want to succeed. That means being the best in innovation, which is illustrated by the personal stories in our yearbook: four teams building the future with their ideas – with the BMW i3s, the MINI Electric Concept, the BMW i8 Roadster and the BMW i Vision Dynamics. Patrick Müller, the engineer whose team designed the first fully electric MINI, sums it up perfectly for me: “The tremendous energy of everyone involved across the company enables us to turn the seemingly impossible into reality.” That is exactly the kind of spirit and drive we need to create the future.
The BMW Group has been around for more than 100 years. How do you persuade young talents to work here?
People who are new to the company often tell me that they never expected a global company like ours to offer them so much freedom and flexibility. This also includes working in an exciting environment. All of our associates in every phase of their lives can find the ideal working model. That too makes us one of the most attractive employers worldwide – as many international surveys have confirmed. In China, the BMW Group has just been voted the top employer across all sectors. And, in Germany, for example, we are the most popular automobile manufacturer for IT graduates. We offer young talents from all technical disciplines the chance to shape the mobility of tomorrow in all its many different facets.
How should we imagine a modern working environment like that?
Younger generations, in particular, want responsibility early on. We encourage small, agile teams that are empowered to make their own decisions, with quick decision-making processes. That means more leadership and less management. New digital working methods are quickly integrated into our highly complex organisation.
What will the BMW Group car of the future look like?
Just take a look at the BMW i Vision Dynamics: It’s sporty, elegant, fully electric and totally connected. It exemplifies the technological future and the design of our four brands.
The BMW name has always been synonymous with engines. Will those engines soon all be electric?
The customer will ultimately decide which combination of drivetrains prevails.
E-mobility will certainly
be in there. As a symbol of our firm commitment to electromobility, we lit up our BMW Group
headquarters, the “Four-Cylinder” building, as a battery. That night, my wife and I joined many
associates from BMW Group on the Olympic grounds nearby to watch. One of them said aloud what many of us
were thinking at the very moment the “Four-Cylinders” were lit up: “I’m proud to work for BMW.” After
hearing such dedication, there is no doubt in my mind: The future will be electric.