Elizabeth Meitin
Liliana Mosquera
Nova Southeastern University H. Wayne Huizenga College of Business and Entrepreneurship
Guenola Nonet
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BMW tackles sustainability efforts with the BMW i3, its first fully electric car. The innovation emerged as a result of the electric car being the market of the future, and the government putting forth requirements to the automobile industry to help reduce greenhouse gas emissions. The sustainability efforts are seen throughout the entire organization: manufacturing, offices, and actual vehicles.
Involved in the creation of the BMW i3 is the BMW Design Group which is comprised of experts in the followings fields: environmental, mobility, automotive design, branding, interface design, research and strategy. According to Jeff Duecker, General Manager of the Lauderdale BMW, “The vision behind the development of electric cars is two-fold. First, electric cars are the future and automobile manufacturers want to jump in early to gain a competitive advantage. Second, government dictates requirements to the auto industry and forces them to address and reduce greenhouse gas emissions.”
BMW is striving to achieve these environmental goals as a result of government regulations in the auto industry to reduce greenhouse gas emissions. The company aims to comply with government regulations and be the first to market demonstrating sustainability in the innovation of BMW’s first fully electric car, the BMW i3. The mission of the BMW Group has been to create a sustainable future, and give intensive thought to key challenges such as climate protection and dwindling resources. Their self-imposed duty is to respond diligently to questions, even though they may be difficult, and develop workable solutions.
BMW is committed to the reduction of greenhouse gas emissions, and the opening of a new market. Overall, the BMW i3 has a net positive impact of 100% green energy, a reduction of 50% energy consumption and a reduction of 70% water consumption. According to Jeff Duecker, General Manager of the Lauderdale BMW, "Short effects are that the BMW i3 is designed to travel for short distances, and the car’s price point is over $40,000, so the market is limited to those who want and can afford the latest trends in the auto industry. Currently most auto manufacturers are trying to figure out a way to produce an electric car that travels long distances."
The innovation of the BMW i3 has brought BMW front and center as one of the first manufacturers of a fully electric car that takes performance into account while promoting sustainability and meeting Global United Nations Sustainable Development Goals 9, 11, 6 & 15.5. BMW has once again demonstrated leadership in the auto industry by combining performance, innovative design, and sustainability. This has been brought together seamlessly in one product--the i3--which has provided them with a competitive advantage.
BMW aims to become emissions-free into the future, and to promote environmental protection by using fully biodegradable, recycled or recyclable products to manufacture the car. Additionally, the company is aware of water conservation and protection of natural habitats where factories are located. A societal benefit is empowering employees at BMW to think carefully about waste and entrusting them to come up with ideas to implement that help reduce waste outside of the factory. They are encouraging innovative, creative, and critical thinking for all aspects of car design that take into account sustainability.
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Jeff Duecker, General Manager
