BMW 2009 Annual Report Download - page 184
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08
New directions with Strategy Number ONE We are taking a new direction
with our Strategy Number ONE. The small car segment represents
a source of growth opportunities, and we will therefore be offering
premium products for these customers. Collaboration with others
will also allow us to achieve economies of scale. We will continue
to rely on strategic partnerships with the best partners for the task
at hand. What is more, increased use of shared modules between
models and brands will enable us to further reduce costs through-
out the entire process chain, but still maintain our high quality.
Our industry is currently in a period of tremendous upheaval and
technological change. The economic crisis has further accelerated
this trend. In order to be successful on the marketplace, companies
must find the right answers to the challenges of tomorrow. Our
ideas and actions are geared towards the long term. Our strategy
provides us with the plan for shaping our own future.
We achieved a great deal in 2009. I would like to thank every single
one of our 96,230 employees for their outstanding personal
dedi-
cation. I would also like to thank our customers for their confidence
in our products and our company, as well as our entire retail net-
work. We have also continued to work productively with our
sup-
pliers. Last but not least, I would like to thank our shareholders
and investors for their commitment to the BMW Group – particularly
in these times of economic crisis.
The effects of the economic crisis will continue to be felt in 2010.
However, we are cautiously optimistic that we will be able to
resume
our growth path this year.
We believe in the future of individual mobility – and we are already
creating it.
Norbert Reithofer