Bmw Case Study

Executive Summary

BMW has embarked on a mission to cut its notoriously long product development time in half utilizing a newly developed system code named “Digital Car”. Senior management has decided to utilize the new process on the 7-series platform. In order to accomplish this goal, BMW is preparing to take advantage of the latest computer technology in car development. At the forefront of the new plan is a debate over the use of computer-aided-styling (CAS). We recommend that BMW implement the Computer Aided Styling system and processes into their production development program.

Key Areas of Concern

The main business problem that BMW is facing is reducing its long product development time. BMW’s current design process began in the early 1990s and utilizes a 60 month design cycle. Senior management set a goal of reducing product development time by 50%. This number is extremely aggressive, but necessary. All of its competitors were attempting to shorten development times as well. A main decision that BMW is facing is whether to adopt CAS in place of its traditional “handcrafted” design techniques.

The need for a shorter design cycle is being driven by customer demand and the extremely competitive automobile market.