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BMW Brilliance's commitment

(China Daily)
Updated: 2008-08-06 15:34

During the past three years, BMW achieved robust development and sales expansion in China. It had sold a total of 30,325 cars under BMW and Mini brands in China between January and June - a growth of 28.1 percent compared with the same period of last year. BMW becomes the leading luxury automobile brand and even the icon of success.

Hans Kroeppelt joined BMW Group in 1980 and became a senior manager for the 3 and 5 Series in 1988. After several years working experience of manufacturing, he worked as an executive manager for "Engineering, Project Management, Quality and Strategic Factory Planning" in South Africa from 1997 to 2001. Then he came back to Germany to be the head of "Component Assembly for 3, 5, 6 and 7 Series" at Plant Dingolfing. In 2004, he became managing director of BMW Manufacturing Thailand Co Ltd. And in 2007, he came to Shenyang as the senior vice president manufacturing of BBA. Hans has a master degree in mechanical engineering and precision engineering.

Hans Kroeppelt, senior vice president manufacturing for BMW Brilliance Automotive Ltd (BBA) is in charge of the plant in Shenyang. He is an auto industry veteran who has worked for the company for 27 years.

He is also the 2008 Liaoning Friendship Award winner and honorable torch bearer in Shenyang for the Olympic Games.

Recently, he spoke with China Daily reporter Wu Yong about the manufacturing, environmental protection and social contribution of BBA.

Q: I know you've worked for BMW more than 20 years. And you came to Shenyang last year, so how do you like the city?

A: I know Shenyang since 2005 when we had a workshop with our colleagues at BMW Brilliance. At that time, I was the head of BMW Manufacturing in Thailand. Now, the city is much more modern, much greener and much more international.

Q: I know you were selected as a torch bearer this year. Is there any stories impress you most?

A: I've been in here for 14 months, and there are lots of impressive stories to talk about. The most exciting one for me personally certainly was to be the torch bearer on behalf of BMW Brilliance for the Olympic Games 2008. It is once-in-lifetime experience for me. I was touched by the excitement of the people there. The distance for the torch relay was a bit short, but the Olympic spirit will last forever!

Beside that one of course the "Friendship Award" makes me feel very much honored, and it is also the honor for our company. We are always impressed by the facts how BMW Brilliance is perceived here with its leading position. We feel as a family member in Shenyang and Liaoning.

Q: I heard that an Environmental Protection Association announced that some international companies had a different standard for emission in China from that in their own country. What's your opinion? And does BMW have the same standard in China?

A: There's no difference in standard between BMW in Germany and BMW in China.

Q: Does BMW Brilliance have plans to push localization?

A: As a premium auto maker, BMW Brilliance has deeply integrated itself into the Chinese society. It has a long-term commitment to the market and the customers.

By the end of 2007, the number of BBA's local supplier exceeded 100. And the local purchasing volume increased 80 percent from the previous year, reaching 3.6 billion. Our target for 2008 is to have 150 local suppliers and 4.4 billion local purchasing volume.

In the long run, we are committed to increasing the local content, which will not only support the development of local suppliers but also enhance the competitiveness of our products.

Q: I believe BMW has not only made great effort in localization but also made social contribution in China.

A: For BMW, corporate social contribution is not merely money, responsibility and a simple cause of charity, but much more the source of corporate development, innovation and sharpening competitiveness.

BMW China corporate social contribution activities mainly cover five areas: cultural promotion, educational support, environmental protection, customer integration and corporate governance.

For instance, we set BMW excellent university students award fund to enable them to afford normal living and study so as to devote themselves to study and research securely.

Also, BMW sponsored the world-famous Liaoning Ballet for 4 top Chinese and foreign ballet performances with the aim of promoting and popularizing cultures.

In addition we will further strengthen our social contribution activities and act as an excellent and responsible corporate citizen in China. In June, BMW, together with the China Charity Foundation, instituted the BMW Warm Heart Fund to support the reestablishment of earthquake-hit area in China.

We are not only committed to the country but also to the people here!