Supplement | HBS Case Collection | October 2001

BMW AG: The Digital Auto Project-An Interview With Chris Bangle, Head of Global Design

by Stefan H. Thomke

Abstract

Chris Bangle describes how BMW is trying to reduce its development time by half with the aid of computer-aided technologies. To leverage these technologies in the very competitive automotive industry, he talks about how BMW is faced with the challenges of changing its processes and organization and to gradually building new development capabilities.

Keywords: Interpersonal Communication; Management Practices and Processes; Time Management; Product Development; Organizational Change and Adaptation; Problems and Challenges; Competition; Information Technology; Auto Industry;

Citation:

Thomke, Stefan H. "BMW AG: The Digital Auto Project-An Interview With Chris Bangle, Head of Global Design." Harvard Business School Video Supplement 602-802, October 2001.