Translated by BabelFish ( 
) 
Krause: The USA in the sales focus
Picture increase BMW selling boss Stefan Krause over the new ten-yearly strategy, the offensive in things customer orientation and service as well as the future city car of the company.
Mr. Krause, Sie now for four months in the office you already activated credit changes in the selling strategy of the BMW company?
Ruffle: Naturally it will give certain changes due to the new company strategy, which we announced in the executive committee in past September and to convert together. For the selling there are three substantial innovations: We want to place customer orientation more strongly than in the past into the focus. We want to increase the Profitabilitaet also in the selling and at the same time the paragraph until 2012 of 1,5 to 1.8 million units to raise. At present we discuss with my crew, how we convert the elements of the new strategy and prepare the organization for it.
An increase of customer orientation, the Profitabilitaet and the paragraph? That natural goals of each enterprise should be, that are nevertheless nothing new.
Ruffle: Our new strategy is certainly no radical new adjustment of the company, but a stronger focusing on certain topics. An example: In the past we considered always most strongly to the needs of the German customers - and topics as for example Cupholder of US customers sometimes neglects. Internationally we have thus still Verbesserungspotenzial. Besides we lead generally strengthen discussion around the customer relevance of technical innovations. Additional criticism, as once at the BMW we want to avoid i-drive in the future. One of our largest challenges is the ever larger number at different vehicle segments. How can we carry calculation here with intelligent component structures of stronger segmenting of the market? Which series-spreading strategies need do we? Back there is not a way here. Therefore we must come economically with the fact by right that we bring reasonable net yields in also with small volumes.
If you customer needs global more calculation to carry want: Does it become then, how with VOLKSWAGEN, European Union and a Non European Union Portfolio to give?
Ruffle: No, except for few exceptions we remain with a uniform Produktportfolio for the whole world. Exceptions are for instance models like the long version of the BMW 5er for China. Besides we will consider to the internationally differing customer's requests with our individual marks.
Is it actually more favorable to offer that Motorenportfolio to fan out instead of with the global best and cleanest engine?
Ruffle: Partly, because the strictest requirements cause simply the highest costs. Besides the requirements are internationally unfortunately most different to emission values. A market puts the focus on the reduction on NOX, the other one on those from fine dust. Thus the European legislation requires other engines than the American.
What is with the emission-free electric road vehicle with the promising left ion battery? Will you offer a solution here soon?
Ruffle: No, here for the time being nothing is planned. The BMWS Group is too small, in order to go through and to bring as the first on the market each innovation.
Does this size problem force you to co-operation with competitors such as Mercedes?
Ruffle: It is not impossible that we cooperate with other manufacturers such as Mercedes. There is here however still no decision.
Company head Reithofer announced that you regard also the assumption of suppliers with key theories as a strategic option. What interests you in most? Perhaps manufacturers of left ion batteries?
Ruffle: Concretely we did not discuss this topic yet in the executive committee, but the entire field of the electrification of the drive is highly interesting. Toyota bought itself in this field already substantial. We have a co-operation with Daimler and GM with the topic hybrid. Also the Infotainment is an interesting range with high Ertragspotenzial. For the moment we have however no concrete assumption goals, in order to secure our competitive ability somewhere in the market.
From the trade the rumor is reported that you consider an assumption of ATU?
Ruffle: I can disclaim that clearly. Correct it is however that we identified further Ergebnispotenzial in the service and Aftersales. That is a very much stretching business, which we want to remove. Today we make approximately 40 billion euro conversion with new vehicles and four billion with the partial conversion.
Why isn't ATU applicable for you as an assumption candidate?
Ruffle: Chains, like ATU or pit stop, worry about older vehicles, which are lost to our authorized BMW mark dealers. In order to be exact, around vehicles, which are older than six years. Our strategic goal meanwhile is it to score in the category of the three to six years old vehicles more strongly. That this makes sense with a mark-strange chain, we doubt. We want to use our existing organization more strongly for it. The BMW mark service is too expensive in the perception of this customer group. Against this picture we must fight and clarify, how important a repair is by a specialist with originalteilen. We will pursue that over communication -, price and product measures. Participates important: Drivers older vehicles may not feel than customers of second class.
Who does successor of Germany boss Ludwig Willisch become?
Ruffle: Here there is still no decision. I transfer this position up to further to personnel union also.
And can the complaints of your German dealers sound themselves, who suffer from a substantial margin purge?
Ruffle: Mr. Willisch improved the relations – here despite all – challenges on a very good level. In the past it had given every now and then too little constructional dialogues here. That changed Mr. Willisch.
When will you designate the Willisch successor?
Ruffle: We are in the process of new occupation. In the coming months we will designate again a new Germany boss. It is not my intention to play this double role longer.
Ambiguity gives it also with the topic to mega+ town center Car: BMW Finaznchef Ganal said, this city car will not smaller than the Einser, mini boss Segler wants no smaller model than the past entrance variant to likewise offer. Do we talk here thus about the product for the fourth mark?/
Ruffle: No. The mega+ town center Car does not become compellingly a small car. That is among other things because of it that metropolises look completely different such as Delhi and New York, regarding clientele and the infrastructure. In New York the commuter is into the Suburbs for us an interesting customer group. We will see at the Smart experiment whether humans with small cars drive often longer distances from New York into the suburbs. From our view that is questionable, because New York has sufficient parking lots. Our market study is resulted in, which the mega+ Cities we at all to serve to want. Whether it need for new Premium automobiles gives there or not? Size is not anyhow the driver of success in the Premium segment. They do not get money in New York back, because they occupy half of a parking lot with a small car only. We did not answer the question yet, how a mega+ town center Car can look and which different must be. The topic Flexibiltaet in the interior plays there however reliably a role.
When do you bring the fourth mark on the market?
Ruffle: Whether we make that at all, is still completely open. In principle we do not face the topic rejecting. From the Rover experience we learned and to lean therefore not on all eternity the purchase of a new mark off. Of today's view for it however still no need consists. If the specifications for a mega+ town center Car are certain, it could be that this does not correspond to the BMW or mini mark values.
Until 2012 wants to increase you your paragraph of 1,5 to 1.8 million. In addition are their enough today to 23 factories– or do need you further?
Ruffle: In Spartanburg, Oxford and China we develop our capacities. And we let our new mini SAV model build with Magna in Steyr. Thus we are in the best way set up until 2012. We do not need new works up to then.
Also 2008 wants to be you the world-wide paragraph-strongest company in the Premiumsegment. Also to the single mark does the BMW apply?
Ruffle: To the marketings for the individual marks we did not express ourselves yet.
Will you be able to prove a two digit growth with the paragraph 2008 again one-digit or perhaps even?
Ruffle: The view we give traditionally on the bilanzpressekonferenz to in the middle of March. In the first half-year we will anyhow more strongly grow than in second.
How does it stand around your geographical expansion?
Ruffle: Today Europe is still our chief market with a paragraph portion of approximately 60 per cent, followed of North America with 24 per cent and Asia with 11 per cent. If one regards single markets, then the USA with 336.000 units already replaced Germany for some years as chief market. And nevertheless we see here – world-wide– absolutely strongest growth. Because in the USA Premiummarken deny as for example Mercedes, Lexus and BMW only 12 per cent of the total market, in Germany are it today 30 per cent. Growth in China will remain proportionally further in the two digit per cent range – also in the Premiumsegment, however on basis of clearly smaller volumes.
Until when will the Premiumanteil rise in the USA of 12 to 30 per cent?
Ruffle: we do not consider 30 so fast possible. 20 per cent would be medium-term already good – and we want – with models as to the BMW X6 – superproportionally from this growth to be profited. 400,000 units are our next paragraph mark in the USA. When exactly we reach those, I cannot say today however yet.
Company head Reithofer announced to remove the mark mini from today 220,000 to 300.000 units. What do you expect this year?
Ruffle: We want to set this year off clearly over 240.000 mini.
Its fourth model, the SAV, comes 2010 on the market. Will the fifth model already follow 2011?
Ruffle: That the mini SAV comes 2010, we did not confirm yet. Let surprise itself. For a further mini model after the mini SAV there is no decision.
How does its luxury mark Rolls-Royce develop?
Ruffle: Very positively, in the past year we crossed for the first time the magic mark of 1.000 units scarcely.
And double this number – as already speculated - in the coming three years?
Ruffle: We never said that officially. We confirmed further variants and to want thereby the mark further grow to let.
You make the gap smaller to the BMW flagship 7er with the announced baby of roll. What is to be expected with the BMW flagship?
Ruffle: In China we sold 7er to 2007 more than Mercedes of the s-class. But slowly we approach to the end of the life cycle, which will become apparent with our flag ship probably also. The 7er-Nachfolger becomes then the starting signal for a new model-mixes. The successor became a mad car. We look forward also in the selling to it.
Mercedes wants to bring as many new variants to the s-class from the successor as never before. May we expect the same of the filter he successor?
Ruffle: In addition we made still no decision.
We come from the selling from vehicles to that one from engines: which Potenziale sees you here?
Ruffle: So far the motorboat manufacturer Yanmar referred the production plants for our old eight-cylinder with us. Besides small series manufacturers, like Wissmann, buy gladly with us. Also Peugeot uses the engine from co-operation, which we block in the mini. At present we examine besides inquiries of niche manufacturers, like Bertone. From this still no business developed up to now. Momentarily there are no decisions. But we installed their own troop, which works on this business field.
How long do you afford still the luxury little successful formula of a 1-Teams?
Ruffle: There I cannot agree you: We reached led team with our new BMW in two building years our goals and got already four landing places. We lie thus fully in the plan. BMWS and formula 1 fit simply well. In the past season four cars were faster than we, and which we want to strike on the distance. Our goal for 2008 is it to close the gap to the point and to win our first running. We have very strong partners and sponsors and to pay with our BMW led team in the rest of less for the formula 1 as than engine supplier with Williams.
Article in original language (German):
Krause: USA im Absatz-Fokus Wirtschaft + Handel bei auto motor und sport
) Krause: The USA in the sales focus
Picture increase BMW selling boss Stefan Krause over the new ten-yearly strategy, the offensive in things customer orientation and service as well as the future city car of the company.
Mr. Krause, Sie now for four months in the office you already activated credit changes in the selling strategy of the BMW company?
Ruffle: Naturally it will give certain changes due to the new company strategy, which we announced in the executive committee in past September and to convert together. For the selling there are three substantial innovations: We want to place customer orientation more strongly than in the past into the focus. We want to increase the Profitabilitaet also in the selling and at the same time the paragraph until 2012 of 1,5 to 1.8 million units to raise. At present we discuss with my crew, how we convert the elements of the new strategy and prepare the organization for it.
An increase of customer orientation, the Profitabilitaet and the paragraph? That natural goals of each enterprise should be, that are nevertheless nothing new.
Ruffle: Our new strategy is certainly no radical new adjustment of the company, but a stronger focusing on certain topics. An example: In the past we considered always most strongly to the needs of the German customers - and topics as for example Cupholder of US customers sometimes neglects. Internationally we have thus still Verbesserungspotenzial. Besides we lead generally strengthen discussion around the customer relevance of technical innovations. Additional criticism, as once at the BMW we want to avoid i-drive in the future. One of our largest challenges is the ever larger number at different vehicle segments. How can we carry calculation here with intelligent component structures of stronger segmenting of the market? Which series-spreading strategies need do we? Back there is not a way here. Therefore we must come economically with the fact by right that we bring reasonable net yields in also with small volumes.
If you customer needs global more calculation to carry want: Does it become then, how with VOLKSWAGEN, European Union and a Non European Union Portfolio to give?
Ruffle: No, except for few exceptions we remain with a uniform Produktportfolio for the whole world. Exceptions are for instance models like the long version of the BMW 5er for China. Besides we will consider to the internationally differing customer's requests with our individual marks.
Is it actually more favorable to offer that Motorenportfolio to fan out instead of with the global best and cleanest engine?
Ruffle: Partly, because the strictest requirements cause simply the highest costs. Besides the requirements are internationally unfortunately most different to emission values. A market puts the focus on the reduction on NOX, the other one on those from fine dust. Thus the European legislation requires other engines than the American.
What is with the emission-free electric road vehicle with the promising left ion battery? Will you offer a solution here soon?
Ruffle: No, here for the time being nothing is planned. The BMWS Group is too small, in order to go through and to bring as the first on the market each innovation.
Does this size problem force you to co-operation with competitors such as Mercedes?
Ruffle: It is not impossible that we cooperate with other manufacturers such as Mercedes. There is here however still no decision.
Company head Reithofer announced that you regard also the assumption of suppliers with key theories as a strategic option. What interests you in most? Perhaps manufacturers of left ion batteries?
Ruffle: Concretely we did not discuss this topic yet in the executive committee, but the entire field of the electrification of the drive is highly interesting. Toyota bought itself in this field already substantial. We have a co-operation with Daimler and GM with the topic hybrid. Also the Infotainment is an interesting range with high Ertragspotenzial. For the moment we have however no concrete assumption goals, in order to secure our competitive ability somewhere in the market.
From the trade the rumor is reported that you consider an assumption of ATU?
Ruffle: I can disclaim that clearly. Correct it is however that we identified further Ergebnispotenzial in the service and Aftersales. That is a very much stretching business, which we want to remove. Today we make approximately 40 billion euro conversion with new vehicles and four billion with the partial conversion.
Why isn't ATU applicable for you as an assumption candidate?
Ruffle: Chains, like ATU or pit stop, worry about older vehicles, which are lost to our authorized BMW mark dealers. In order to be exact, around vehicles, which are older than six years. Our strategic goal meanwhile is it to score in the category of the three to six years old vehicles more strongly. That this makes sense with a mark-strange chain, we doubt. We want to use our existing organization more strongly for it. The BMW mark service is too expensive in the perception of this customer group. Against this picture we must fight and clarify, how important a repair is by a specialist with originalteilen. We will pursue that over communication -, price and product measures. Participates important: Drivers older vehicles may not feel than customers of second class.
Who does successor of Germany boss Ludwig Willisch become?
Ruffle: Here there is still no decision. I transfer this position up to further to personnel union also.
And can the complaints of your German dealers sound themselves, who suffer from a substantial margin purge?
Ruffle: Mr. Willisch improved the relations – here despite all – challenges on a very good level. In the past it had given every now and then too little constructional dialogues here. That changed Mr. Willisch.
When will you designate the Willisch successor?
Ruffle: We are in the process of new occupation. In the coming months we will designate again a new Germany boss. It is not my intention to play this double role longer.
Ambiguity gives it also with the topic to mega+ town center Car: BMW Finaznchef Ganal said, this city car will not smaller than the Einser, mini boss Segler wants no smaller model than the past entrance variant to likewise offer. Do we talk here thus about the product for the fourth mark?/
Ruffle: No. The mega+ town center Car does not become compellingly a small car. That is among other things because of it that metropolises look completely different such as Delhi and New York, regarding clientele and the infrastructure. In New York the commuter is into the Suburbs for us an interesting customer group. We will see at the Smart experiment whether humans with small cars drive often longer distances from New York into the suburbs. From our view that is questionable, because New York has sufficient parking lots. Our market study is resulted in, which the mega+ Cities we at all to serve to want. Whether it need for new Premium automobiles gives there or not? Size is not anyhow the driver of success in the Premium segment. They do not get money in New York back, because they occupy half of a parking lot with a small car only. We did not answer the question yet, how a mega+ town center Car can look and which different must be. The topic Flexibiltaet in the interior plays there however reliably a role.
When do you bring the fourth mark on the market?
Ruffle: Whether we make that at all, is still completely open. In principle we do not face the topic rejecting. From the Rover experience we learned and to lean therefore not on all eternity the purchase of a new mark off. Of today's view for it however still no need consists. If the specifications for a mega+ town center Car are certain, it could be that this does not correspond to the BMW or mini mark values.
Until 2012 wants to increase you your paragraph of 1,5 to 1.8 million. In addition are their enough today to 23 factories– or do need you further?
Ruffle: In Spartanburg, Oxford and China we develop our capacities. And we let our new mini SAV model build with Magna in Steyr. Thus we are in the best way set up until 2012. We do not need new works up to then.
Also 2008 wants to be you the world-wide paragraph-strongest company in the Premiumsegment. Also to the single mark does the BMW apply?
Ruffle: To the marketings for the individual marks we did not express ourselves yet.
Will you be able to prove a two digit growth with the paragraph 2008 again one-digit or perhaps even?
Ruffle: The view we give traditionally on the bilanzpressekonferenz to in the middle of March. In the first half-year we will anyhow more strongly grow than in second.
How does it stand around your geographical expansion?
Ruffle: Today Europe is still our chief market with a paragraph portion of approximately 60 per cent, followed of North America with 24 per cent and Asia with 11 per cent. If one regards single markets, then the USA with 336.000 units already replaced Germany for some years as chief market. And nevertheless we see here – world-wide– absolutely strongest growth. Because in the USA Premiummarken deny as for example Mercedes, Lexus and BMW only 12 per cent of the total market, in Germany are it today 30 per cent. Growth in China will remain proportionally further in the two digit per cent range – also in the Premiumsegment, however on basis of clearly smaller volumes.
Until when will the Premiumanteil rise in the USA of 12 to 30 per cent?
Ruffle: we do not consider 30 so fast possible. 20 per cent would be medium-term already good – and we want – with models as to the BMW X6 – superproportionally from this growth to be profited. 400,000 units are our next paragraph mark in the USA. When exactly we reach those, I cannot say today however yet.
Company head Reithofer announced to remove the mark mini from today 220,000 to 300.000 units. What do you expect this year?
Ruffle: We want to set this year off clearly over 240.000 mini.
Its fourth model, the SAV, comes 2010 on the market. Will the fifth model already follow 2011?
Ruffle: That the mini SAV comes 2010, we did not confirm yet. Let surprise itself. For a further mini model after the mini SAV there is no decision.
How does its luxury mark Rolls-Royce develop?
Ruffle: Very positively, in the past year we crossed for the first time the magic mark of 1.000 units scarcely.
And double this number – as already speculated - in the coming three years?
Ruffle: We never said that officially. We confirmed further variants and to want thereby the mark further grow to let.
You make the gap smaller to the BMW flagship 7er with the announced baby of roll. What is to be expected with the BMW flagship?
Ruffle: In China we sold 7er to 2007 more than Mercedes of the s-class. But slowly we approach to the end of the life cycle, which will become apparent with our flag ship probably also. The 7er-Nachfolger becomes then the starting signal for a new model-mixes. The successor became a mad car. We look forward also in the selling to it.
Mercedes wants to bring as many new variants to the s-class from the successor as never before. May we expect the same of the filter he successor?
Ruffle: In addition we made still no decision.
We come from the selling from vehicles to that one from engines: which Potenziale sees you here?
Ruffle: So far the motorboat manufacturer Yanmar referred the production plants for our old eight-cylinder with us. Besides small series manufacturers, like Wissmann, buy gladly with us. Also Peugeot uses the engine from co-operation, which we block in the mini. At present we examine besides inquiries of niche manufacturers, like Bertone. From this still no business developed up to now. Momentarily there are no decisions. But we installed their own troop, which works on this business field.
How long do you afford still the luxury little successful formula of a 1-Teams?
Ruffle: There I cannot agree you: We reached led team with our new BMW in two building years our goals and got already four landing places. We lie thus fully in the plan. BMWS and formula 1 fit simply well. In the past season four cars were faster than we, and which we want to strike on the distance. Our goal for 2008 is it to close the gap to the point and to win our first running. We have very strong partners and sponsors and to pay with our BMW led team in the rest of less for the formula 1 as than engine supplier with Williams.
Article in original language (German):
Krause: USA im Absatz-Fokus Wirtschaft + Handel bei auto motor und sport
