BMW Case Study

Students should read the case materials on BMW: A Strategy for Autonomous Vehicles. BMW is looking to the future, particularly at developing autonomous $($i$.$e$.,$ self$-$driving$)$ vehicles. The technology is expected to change BMW$$s business model over the next $20$ years. BMW$$s top$-$level executives have told shareholders they intend to lead in the self$-$driving car industry. This technology will be combined with an electric power train, leading to highly innovative and sustainable vehicles. For example, the BMW iX$,$ introduced in $2022,$ is a fully electric, connected, and highly autonomous vehicle $($AV$).$ As you develop an AV strategy for BMW$,$ consider the following issues and questions:

Describe the competitive landscape and explain how globalization and technological changes will shape BMW$$s response to autonomous driving.

BMW$,$ Audi, Mercedes$-$Benz, and Chevrolet, for example, all have fully autonomous cars in development, and other firms, including Google, are also investing in R&D in this space. How can BMW differentiate itself in this emerging space?

BMW$$s status as an OEM in automotive is secured, but it needs to continue to enhance capabilities in manufacturing and design. What investments should the company make to develop appropriate resources?

To address these questions, please review the following materials:

For information on BMW$\text{'}$s AV strategy, please review the Path to Autonomous Driving.

McKinsey & Company $($January $2023).$ Autonomous driving$$s future: Convenient and connected.

In addition, it would be helpful to access the company's latest news and read its recent AV announcement from Autoweek's online magazine.

Students may also submit a Strategic Analysis for this case to earn points towards your participation grade. Strategic Analyses are submitted under Assignments in the Assessments section. Please see the directions in the sub$-$folder under Course Introduction. Students may review my case notes after the scheduled period.