bmw brilliance automotive: sustainable future growth with stable profitability. · 2020-06-04 ·...

BMW BRILLIANCE AUTOMOTIVE: SUSTAINABLE

FUTURE GROWTH WITH STABLE PROFITABILITY.

SHENYANG, JULY 2014. OLAF KASTNER, PRESIDENT AND CEO. DR. ANTON HEISS, SVP TECHNOLOGY AND MANUFACTURING.

BBA, July 2014

BMW BRAND EXPERIENCED FAST SALES GROWTH AND GREAT SUCCESS IN CHINA IN RECENT YEARS.

+20%

+45%

2013

391

28

362

2012

326

232

2008

66

2005

24

MINI

BMW

New car sales ‘000 units

No. 2

No. 3

No. 1

BMW Region Sales

2013

2011

Source: BMW internal BBA / July 2014 / Sustainable future growth with stable profitability

VTS_01_1_BMW.VOB

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OVER TEN YEARS OF MARKET EXPERIENCE. BMW GROUP IN CHINA.

BBA / July 2014 / Sustainable future growth with stable profitability

BMW China

Trading

2005

BMW Brilliance

Automotive

2003

BMW

Automotive

Finance (China)

2010

BMW China

Services Ltd.

2011

BMW GROUP AND BRILLIANCE AUTO GROUP.


Brilliance Auto Group was approved by the government of Liaoning

province in 2002. This young growing automobile manufacturer has

became a large scale enterprise of RMB 30 billion assets and 35,000

employees, which produce complete vehicles, automotive parts, core

automotive parts R&D, design, sales and finance management.

Brilliance Auto Group

Three brands, one vision. Thanks to our uncompromising focus on premium,

BMW Group automobiles and motorcycles inspire more people around the

world today than ever before.

BMW Group

PARTNERSHIP AND BALANCE. THE ORGANIZATIONAL STRUCTURE OF BBA.


Brilliance China:

50%

BMW Brilliance Automotive

Board of Directors

SVP

Finance

Xiaoyang Lei

雷小阳

BMW Group: 50%

SVP Sales

and Marketing

Peter van Binsbergen

万博瑞

SVP Technology

and Manufacturing

Dr. Anton Heiss

海森博士

SVP acting

HR

Olaf Kastner

康思远

President and CEO

Olaf Kastner

康思远

LOOKING BACK AT THE SUCCESSFUL DECADE.


05/2003

Signing of JV Contract

09/2005

Launch of

New 3 Series

11/2006

Launch of

5 Series Li

04/2008

5th anniversary &

100,000th Car

2003

Start production of

3 Series & 5 Series

11/2009

2nd plant signing

ceremony

08/2010

All New 5 Series

Launch

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

12/2011

5 Series 1st Export

Car

07/2012

New3 Series launch

03/2012

BMW X1 Launch

05/2012

Tiexi Plant Grand

Opening

06/2012

New Engine Plant

Project Signing

11/2012

R&D Center Ground

Breaking

01/2013

All-new BMW 3

Series

Standard

Wheelbase

Roll-off

04/2013

An all-new Brand

of BBA,

ZINORO Launch

07/2013

BBA 10th

Anniversary

09/2013

5 Series LCI

Launch

11/2013

ZINORO 1E

Launch

BMW BRILLIANCE AUTOMOTIVE AT A GLANCE. INTERNAL SUCCESS FACTORS.


PEOPLE Number of Associates: 13,000 (up to +10,000 in the last 4 years)

BBA IS AN ATTRACTIVE EMPLOYER WITH DEVELOPMENT OPPORTUNITIES WITHIN BMW CHINA.


PURSUE YOUR PASSION,

DRIVE YOUR CAREER.

QUALIFIED PERSONNEL AND SUSTAINABLE MOTIVATION FOR ASSOCIATES BUILD THE BASIS.


Leadership as main

success factor for all HR

Challenges. Qualification, Training and

Young People Development.

Creative HR Marketing and Recruiting Strategy.

Employer Branding and Attractiveness.

Systematic Retention Management.

Competitiveness and Sustainability

Open-minded workfoce with Diversity, Localization and

Globalisation.

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CREATING OUR CULTURE. BBA’S 5 LEADERSHIP ELEMENTS.


Movie_BBA 5 Elements.mov

JOURNEY TO EXCELLENCE TARGETS BETTER IMPROVE PROCESSES AND ENABLE PEOPLE TO BUILD THE FOUNDATION TO ENABLE FUTURE GROWTH.


Enhanced productivity

Shorter throughput time

Higher first time right ratio

Better outcome

More efficient & effective processes

Enhanced team capabilities

Motivated employees

More enabled & satisfied employees

JOURNEY TO EXCELLENCE


CSR ACTIVITIES IN CHINA.


BMW CHINA Corporate Citizenship

资源创新 / Resources

Contribute to the sustainable development of China by promoting innovations for resource efficiency and sustainable resource use with social benefits via using company core competences.

Yushu ecological environment

protection

5S dealership

文化交流 & 社会融合 / Intercultural Innovation & Social

Inclusion

Promote cross-culture understanding and social inclusion.

BMW China Culture Journey

BMW JOY Home

BMW JOY Future

Yushu Care Initiative

BMW Warm Heart Fund BMW China Corporate Citizenship Platforms

With Fund support, project initiation and process partners engagement

教育 / Education

Provide engaging road safety

and general safety education

BMW Children’s Traffic Safety

Education

BMW Brilliance Quality

Education Open Course

BMW BRILLIANCE AUTOMOTIVE LTD. OVERVIEW PRODUCTS.


BMW 3 Series

BMW 5 Series

BMW X1

N20 Engine

HUGE SUCCESS OF 5 SERIES LI SEDAN LONG WHEELBASE.


SUCCESSFUL 3 SERIES SINCE LAUNCH.



BBA LOCAL BRAND ZINORO. COMMITMENT TO THE CHINESE MARKET.

ZINORO Symbolize commitment, cooperation and

trust, within the future key market growth

segment – the NEV

The 1st product, 1E, debuted on 2013/11/20

before Guangzhou Auto Show, with the first

Chinese premium BEV locally produced in

China

Rental as business model for the first product

generation - with short- & long-term rental

options

BBA R&D CENTER. MARKET SPECIFIC DEVELOPMENT ESTABLISHED.


BBA PRODUCTION CAPABILITIES. VEHICLE CUSTOMIZATION TO SUPPORT CUSTOMER SATISFACTION.


BMW BRILLIANCE AUTOMOTIVE LTD. OVERVIEW SHENYANG PRODUCTION LOCATIONS.


Plant 19.88 Tiexi

Plant 19.10 Dadong

Plant 19.87 Powertrain Area: 2,070,000 m2

Workforce: ~ 4,500

SOP: December 2011

Area: 270,600 m2

Workforce: ~ 6,000

SOP: May 2004

Plant 19.88 Tiexi

Plant 19.89 NEP

Plant 19.10 Dadong Plant 19.87 Powertrain Plant 19.89 NEP

Area: 90,000 m2

Workforce: ~ 1,100

SOP: March 2012

Area: 900,000 m2

SOP: 2016

BMW BRILLIANCE AUTOMOTIVE A FULLY INTEGRATED PARTNER WITHIN BMW GROUP PRODUCTION NETWORK.

Spartanburg X3, X5, X6

Manaus BMW Motorräder

Hams Hall Engines

Oxford MINI

Swindon Components Goodwood Rolls-Royce

Steyr Engines

Graz MINI Countryman, MINI Paceman

Kaliningrad

Kairo

Rosslyn 3 Series

Chennai

Shenyang

- Tiexi X1, 3 Series,

3 Series LWB

- Dadong 5 Series LWB

Kulim

Rayong

Jakarta

Production Plants

Moses Lake Components

Assembly Plants

Joint Ventures Contract Production

München 3 Series, Engines

Berlin BMW Motorcycles

Dingolfing 3 Series, 5 Series 6 Series, 7 Series

Eisenach Components

Landshut Components

Leipzig 1 Series, X1, BMW i3, i8

Regensburg 1 Series, 3 Series, Z4 Wackersdorf

Components

OVERVIEW PLANT DADONG. BBA FIRST PLANT IN SHENYANG.


Distribution

Direct

delivery

Logistics

Assembly

Paint shop Body shop Press shop

Brilliance

Central building

PLANT DADONG TECHNOLOGY. BODY SHOP.


PLANT DADONG TECHNOLOGY. PAINTSHOP.


PLANT DADONG TECHNOLOGY. ASSEMBLY.


BBA PLANT TIEXI. OPENING IN 2012.

Distribution

Direct

delivery

Logistics Assembly

Paint shop

Body shop

Pressshop

Central building

Container yard


PLANT TIEXI TECHNOLOGY. PRESS SHOP.


PLANT TIEXI TECHNOLOGY. BODY SHOP.


PLANT TIEXI TECHNOLOGY. PAINT SHOP.


PLANT TIEXI TECHNOLOGY. ASSEMBLY.


BBA PLANT POWERTRAIN. OPENING IN 2012.


Assembly

Logistics

Crankshaft

Office

Assembly

Logistics

Cold Area

BBA PLANT “NEP” – NEW ENGINE PLANT. START OF PRODUCTION IN 2016.

Key figures

Foundry

Machining

Assembly

Logistic

Assembly Machining

Foundry


RENDERING

WITH CURRENT ACTIVITIES WE ARE SETTING THE GROUND FOR OUR FUTURE.

BBA / July 2014 / Sustainable future growth with stable profitability Page 32

5 years ago Now Future

2 derivatives

1E

5 Series PHEV

2013 2014

3 Series LWB

X1

3 Series

5 Series LWB

3 Series LWB

X1

3 Series

5 Series LWB

4 derivatives 6 derivatives more derivatives

Processes were

designed when we

were small.

As we grow, scale and complexity

grows.

We optimize our

processes to support

future growth.


STABLE GOOD QUALITY RESULTS AND HIGH DIRECT RUNNER DUE TO HIGHLY MOTIVATED WORKFORCE, LOWER COMPLEXITY AND PRODUCTION NETWORK.


BMW PRODUCTION NETWORK

LOWER COMPLEXITY

MOTIVATED WORKFORCE

• Young, open, flexible

• High motivation to learn and grow

• Benefits of NWS, PDCA, JDPower quickly understood.

• Cultural discipline = Potential for Standard Work

• VPS & CIP = Mindset

• Plants with only 1 or 4 Models

• Low option flexibility

• Automation level partly lower

• Model launches after launch in AG Plant

• BMW Production Standards implemented

• AG Expat team for growth and competence build up

• BMW processes NWS, PDCA, JDPower, etc.

• Further Network Integration with Resident Teams (W2 & W10)

THE APPROACH CONFIRMED BY J.D. POWER.


BMW 5 Series Li

Ranked No.1

J.D. Power IQS 2010

BMW 3 Series

Ranked No. 1

J.D. Power IQS 2011

BMW X1 Series

Ranked No. 1

J.D. Power IQS 2013

bmw brilliance automotive: sustainable future growth with stable profitability. · 2020-06-04 ·...

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