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THE FUTURE OF MOBILITY - A OEM
PERSPECTIVE. ANNUAL CONVENTION OF THE EUROPEAN LEASING AND AUTOMOTIVE RENTAL INDUSTRY, BARCELONA,
OCTOBER 10TH 2014.
Dr. Michael Hajesch.
Corporate Planning and Product Strategy, BMW Group.
BMW GROUP STRATEGY NUMBER ONE.
“… become the leading provider of premium products and services for individual mobility…”
THE STRATEGIC FRAMEWORK FOR FUTURE INDIVIDUAL MOBILITY.
Customer Expectations Changing values
Politics and Regulations CO2 - and fleet regulations,
Restrictions on imports
Economics Shortage of resources, increase in the price of fossil
fuels
Culture Sustainable mobility as part of a modern urban
lifestyle; assumption of social responsibility
Environment Climate change and the subsequent effects
Urbanisation By 2030, over 60 % of world population
will live in cities
DRIVING FACTORS
EU CO2 REGULATION. CONVERGENCE OF THE CO2 TARGETS 2021 AMONG MANUFACTURERS.
80
100
120
140
160
180
200
2006 2013 2020
CO
2 (
g/k
m)
Year
Audi
BMW
Daimler
Fiat
Ford
GM
Honda
Hyundai
PSA
Renault
Toyota
Volvo
VW
50.46 g
Differenc
e
15.37 g
Differenc
e
The span between OEM CO2
targets will be reduced by ~ 70%.
OEM 1
OEM 2
OEM 3
OEM 4
OEM 5
OEM 6
OEM 7
OEM 8
OEM 9
OEM
10
OEM
11 Source: Official CO2 monitoring Data, EU Commission, 2013
Forecast 2020
Significant reduction rates for all OEMs vehicle portfolios anticipated.
LONG TERM TRENDS IN MOTORIZED TRAFFIC. PEAK-TRAVEL IN DEVELOPED COUNTRIES, MODESHARE OF PASSENGER CARS DECLINING.
Passenger km cars and public transport in selected countries (source: BMW /Prognos 2014).
LONG TERM TRENDS IN MOTORIZED MOBILITY.PEAK IN IT, BOOM IN PL.
Passenger km
0
2000
4000
6000
8000
10000
12000
14000
16000
1995 2000 2005 2010 2015 2020 2025
Mode shares for cars in selected countries (on the basis of pkm in motorized mobility, source: BMW/Prognos 2014).
MODE SHARE FOR CARS IN MOTORIZED MOBILITY.SATURATION IN EUROPE AT 80-90%.
30%
40%
50%
60%
70%
80%
90%
1995 2000 2005 2010 2015 2020 2025
Mode share cars (%)
The coupling of economic growth and
mobility demand is declining
PeakTravel.
First saturation tendencies are visible,
emerging countries are different.
The long structural increase of pessanger
car transportation is declining.
Mode share in some cities regarding
passenger car transportation declining.
MANAGING TECHNOLOGICAL CHANGE. TURNING A CHALLENGE INTO AN OPPORTUNITY.
Technological substitution Competitive advantage Old technology Competitive advantage New technology
The most beautiful sailing vessels The best analog cameras
…before they were
superseded by digital cameras
…before they were
superseded by steamboats
“Products of linear
extrapolation“
Linear extrapolation leads to the “best“ products of the
outdated technology Mobility of the future
Linear extrapolation:
Threatening the livelihood of the
company!
Growth
Level of
technological
development
Time Source: S-Curves, compare C. Marchetti
„Iconic“
Technologic
al Change
THE BMW i BRAND STANDS FOR INSPIRING DESIGN, VISIONARY MOBILITY AND ‘NEXT PREMIUM‘.
Visionary Mobility Inspiring
Design
Next Premium
EVERYTHING IS NEW.
BMW i sales-
and service
model BMWAG
NSC
Customer
BMW AG
NSC
Customer
Market
development
electromobility
BMW i8
BMW i3
Mobility services
BMW i
Connected Drive
Brand BMW i
Sustainable
production
360° Electric
Car - enabled
Mobile (smartphone) users
Car - related Car - independent
MOBILITY SERVICES PORTFOLIO ADDRESSES THREE DIFFERENT TARGET GROUPS.
BMW & MINI drivers
Automobile users
BMW i WILL PROVIDE FLEXIBLE MOBILITY.
FLEXIBLE MOBILITY
A new mobile lifestyle
PUBLIC CHARGING
On the road
HOME CHARGING
“Convenient charging at home”
ASSISTANCE SERVICES
Provide Assurance
HOME CHARGING
Convenient charging at home
360° ELECTRIC.
SHIFTING CUSTOMER BEHAVIOR FROM
OUTRIGHT PURCHASE TOWARDS FLEXIBLE
USAGE OFFERINGS.
Loan & Lease
Packages Outright Purchase
Past (1950)
Usage Offerings
Future Status Quo
+ +
29%
Urbanization
51%
Urbanization
69%
Urbanization
Financial Services Product & Service Offerings
Loan & Full Service Lease Packages
Fleet Management Solutions
Connected & Intermodal
Mobility
Flexible
Solutions
BMW / MINI Financial Services
“The Ultimate Drive”
Page 14
ALPHABET IS BMW GROUP’S BUSINESS MOBILITY ARM AND PROVIDES CUSTOMER FOCUSED SOLUTIONS.
today
Page 15
Business Mobility
Solutions
Advanced Mobility
Solutions
Fleet
Management
Services
Funding
Solutions
AlphaCity
AlphaElectric
AlphaGuide
Page 17
DRIVE NOW. THE FIRST ALL PREMIUM, FREE FLOATING CAR SHARING SERVICE FROM BMW GROUP & SIXT.
DriveNow customers are BMW Group’s most modern target
group
320,000+ customers
DriveNow Customers are on average 10 years
younger than MINI customers
2,400+ cars
100,000+ ActiveE customer drives
CHARGE NOW. THE BMW i SERVICE THAT MAKES CHARGING CONVENIENT AND EASY.
17.400
charging stations
in 18 markets
43% take rate
3000+ customers worldwide
IN A NUTSHELL…
… key mega trends will influence sustainable business development in the
next years.
… individual mobility is most important.
… managing the “iconic” change will define future business success.
… key enabler is a holistic approach.
You as key stakeholders are in the driver seat in
designing and making the future of mobility
happen.