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      07-10-2019, 11:55 AM   #1
The HACK
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Here's everything wrong with BMW today summed up in one article

https://jalopnik.com/bmw-is-playing-...eve-1836186029

REACT. It's a word repeated over and over in this article as quoted from BMW's Chief Technology Officer, Klaus Fröhlich.

While by itself, the word doesn't really have the negative connotations, and taken as a whole in Mr. Fröhlich quotes, it seems completely harmless. But as I continue to read through the article it reminds me of one thing. How far and how different BMW is today vs. the golden years.

Fröhlich Mentioned 4 times in the article that the new BMW CLAR architecture allow BMW to "react" to market conditions, changing regulations, and manufacturing demands. This all sounds good, but in reality, that's all BMW has been doing lately. Reacting to the ever shifting winds of market.

For DECADES BMW was the brand that, instead of reacting, was proactive in carving out market segments and being leaders rather than followers of the industry. First to come out with ABS universally across entire line-up. Highest production car piston velocity. Stiffest passenger chassis ever built. During the late 70s, 80s, 90s and early 2000s BMW was a leader in just about everything under the sun when it comes to automotive related innovations. Double overhead cam engines capable of revving past 8,000 RPM safely. Active stability control. 100+ HP per liter specific output on naturally aspirated engines. Variable valve timing. First to deploy magnesium engine sleeve on mass produced engines.

The rest of the industry REACTS to what BMW was doing, not the other way around. For nearly 5 decades BMW built a reputation as the cars to be benchmarked by others looking to enter into the lucrative sporty luxury car market. Reacting to market pressure, government regulations, manufacturing demands is what plebeian car makers do. An innovator leads in break-through technology that allows them to stay ahead of such constraints, and sets the BENCHMARK for what market demand and regulations SHOULD be.

Yet here we are, the same brand that pioneered industry segments and paved the road for cars like Tesla Model 3 to exist, is now made to "react" to what other makers are doing. Sitting back and waiting for innovation to happen so they can "react" to it. In a industry that is slow to change, paradigm shift happens slowly. But when it does, it fundamentally alters the industry and puts those companies that are reacting out of business.

BMW had an opportunity to be one of the few pioneers and spearhead the changes in the industry, but instead, they chose to play it safe. Which isn't to say that the CLAR plan is wrong though. It's a safe bet that gives them flexibility in a turbulent time in the industry.

But playing it safe isn't BMW's strong suit.
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