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Statement by Dr. Norbert Reithofer, Chairman of the Board of Management of BMW AG, and Harald Kruger, Member of the Board of Management of BMW AG, Production, Commitment in the US at Plant Spartanburg 2014.
Fri Mar 28 18:05:00 CET 2014 Speech
The Ultimate Driving Machine drove onto the American market back in 1954 with a BMW 502. Roughly 20 years later, we opened our own Sales Company here. At that time we sold around 18.500 cars in the US market per year.
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Dr. Norbert Reithofer
Chairman of the Board of Management of BMW AG
Secretary Pritzker, Governor Haley, Honored guests,
The Ultimate Driving Machine drove onto the American market back in
1954 with a BMW 502. Roughly 20 years later, we opened our own Sales
Company here. At that time we sold around 18.500 cars in the US market per
At the BMW Group, we have a golden rule: Production follows the market. So, it
was a very natural step for us to open our own plant here in 1994 – 20 years
after establishing our sales office. At that time, our dealers were selling 84,000
BMWs per year. Last year, the BMW Group sold more than 375,000 cars here in
So, for me there is no doubt at all: Our decision to come to South Carolina was
the right one. Why did we choose the Great State of South Carolina? In the
Spartanburg area, we find hard-working people, who are dedicated and highly
motivated, and who have the same driving passion that we do to make the
Ultimate Driving Machine. And here we were received by extremely open and
reliable partners at federal, regional, and state level.
It is individuals such as yourselves who have supported and encouraged us over
the years. It’s thanks to people like you that not only South Carolina, but also the
United States has become the second home of the BMW Group. It is an honor
to have you both here with us today.
We appreciate that you have both continued the tradition of building strong ties
between the States of Bavaria and South Carolina as well as between both of our countries: Germany and the USA. I am certain you agree with me: The bonds of this partnership are stronger than ever.
We are all here today to celebrate 20 years of our first full production plant
outside of Germany. But more importantly, we are here today to begin a new
chapter: to build upon a solid foundation towards a bright future. Secretary
Pritzker, it was your commitment that encouraged us in our decision to expand
our plant operations here in the United States.
In particular, I would also like to thank you for your leadership in promoting the
development of manufacturing excellence and open trade not only in the
U.S. but also in Europe and Asia. We need more free-trade advocates as yourself who fully understand the benefits that open borders offer businesses to flourish and how they in turn benefit society as a whole.
Governor Haley, the government of South Carolina welcomed us here
20 years ago. Today, I want to thank you for your continued efforts in promoting
this partnership as many former governors before you have done. Your personal
commitment to the plant has truly been appreciated. Although the Honorable
Senator Lindsey Graham could not join us today, I would like to personally
express my thanks for his strong commitment to the BMW Group here in South Carolina.
With such partners, we have become part of the fabric of this great community.
This shows exactly what can be achieved when federal, state and local
government work hand in hand with business. Look around you today: The
results of this joint effort are the plant Spartanburg, its motivated associates and
the growing communities around this site. We all are here today to open the next
chapter to our successful partnership. Spartanburg has a special place within the BMW family.
And for this very reason, I am pleased to announce that between 2014 and 2016
we are going to invest one billion dollars in this facility. This will allow
Spartanburg to increase its capacity to 450,000 cars per year.
This means 50 percent more than today and these 150,000 additional cars is
equal to a whole new plant. More importantly, Spartanburg will become the
largest plant in our global production network. A new milestone in the history of
the BMW Group. This expansion will also create 800 new jobs at Plant
Spartanburg. By the end of 2016, we plan to have 8,800 associates working
here. This will also open up new job opportunities for suppliers and continue to
benefit the whole community around Spartanburg.
I’m certain you would all agree with me that this underscores the BMW Group’s
strong commitment to the US, to South Carolina, and to our associates here at
this location. And I look to the future with confidence knowing that the BMW
Group will continue to contribute to the economy of South Carolina and play a
positive role in the future development of the region.
Today, BMW’s total contribution is valued at 16.6 billion dollars. According to a
new study from the University of South Carolina: every job held at this plant
creates 3 others somewhere else in the region. This corresponds to more than
30,000 jobs and 1.8 billion dollars in labor income for South Carolina that would
not exist otherwise.
Governor Haley, we look forward to further strengthening our partnership with
you and I am certain you will continue to support our efforts. Starting today,
Spartanburg will be building another member of the X family – cementing its role
as Center of Competence of X vehicles. Allow me to present: the all-new BMW
I firmly believe that: The new BMW X4 will enhance the tremendous success of
the X family in the premium mid-range segment. In April, we will unveil this new
X4 to the public for the first time at the New York Motor Show.
Mr. Erlacher, I know I can count on you to master the ramp-up in premium style,
ensuring the new X4 can be delivered to customers around the world from July
on. And in the near future, a plug-in hybrid version of the BMW X5 will also be
produced here. This vehicle will be high-tech with maximum fuel efficiency,
setting another benchmark in the premium SAV segment. For us, that is Efficient
I have been asked many times: Why don’t you offer a BMW X model beyond the
BMW X5? And today, I’m happy to provide the answer to that question. We have
decided to develop and build a totally new X model – the new BMW X7. I
promise this SAV will also be highly fuel efficient while offering outstanding
driving performance. It will be a true BMW. And of course, this being the Center
of Competence for X models, the X7 will be produced here in Spartanburg.
At the BMW Group, just like our cars, we are never at a standstill. We are always
looking far down the road ahead. It’s this unrelenting passion that drives us. Here
in the US, we started our journey with our core brand – the Ultimate Driving
For us, the USA is much more today:
- It is the second largest market for the BMW Group worldwide;
- It is the largest market for our brand MINI and
- It is the largest market for our brand Rolls-Royce.
- It is the second home of our Financial Services.
- It is one of the key markets for BMW Motorrad.
- It is home to 493 BMW, MINI and Rolls-Royce dealers. Together with
them and our direct suppliers, we employ nearly 70,000 people across
- It is the largest market for our BMW M cars.
- And it will be a major market for our BMW i cars, if not the leading one.
On a personal note, I was proud to manage this plant for several years. I always
look back with much fondest of my stay here. Through the Plant Spartanburg
and the Great State of South Carolina, I learnt a lot about this great country and
got to personally know a lot of terrific people. And it’s thanks to these people and
to you that I feel very much at home here in Spartanburg.
And I’m certain that my German colleagues who have worked in or passed
through this plant feel the same. We have all learnt to appreciate America and its
people. 20 years after opening this plant, I’m proud to say that: We at the BMW
Group feel as if we are a real part of America. I think the most appropriate
expression to convey my optimism about the future of Plant Spartanburg is to
quote the State Motto of South Carolina: While I breathe, I hope. And may that
hope for a brighter future for this region continue beyond our joint efforts today.
Harald Krueger, Member of the Board of Management, BMW Group,
Madam Secretary, Governor Haley, Distinguished guests,
The film we just saw, “World Class Production”, highlights what makes BMW
Spartanburg so special: People, Performance, Passion and Pride!
What stands out most for me is: people. It is the people who work here, every
day, who bring this plant to life.
And many of you in this room have also contributed by supporting our presence
here in the Great State of South Carolina. We are delighted to have you here
today as our guests!
Madam Secretary, last November you traveled to Munich – I have very fond
memories of your visit with us. In fact, your visit was an absolute highlight for all
of us, including our trainees.
And without a doubt: Your arrival in a BMW i8 prototype is definitely the most
spectacular entrance we have ever had at our vocational training center!
Training and qualifying our associates is key to our success. We are delighted,
Madame Secretary, that you share our belief in education. Together with the
great educational establishments here in the U.S. we have shown what learning
Governor Haley, your ongoing support is not only appreciated but has made a
considerable contribution to the BMW Group’s success here. We are really
proud to be part of this great state and look forward to further strengthen our
relationship in the future. Another key to our success is: performance.
In 1992 the BMW Group made the decision to start production here. Since then,
the BMW Group has invested over US$ 6.3 billion here, establishing Plant
Spartanburg as the company’s Center of Competence of X vehicles. This truly
underscores the key role the U.S. market continues to have in our overall
It also demonstrates the strength of the trust that we have built together over the
years. This trust and the commitment the state of South Carolina has shown to
us have made a tremendous contribution towards establishing BMW as the
best-selling premium car brand in the world. South Carolina has proven to be a
vital partner in our company’s continued growth and success.
What does this success look like in numbers? Since 1994, more than 2.6 million
vehicles have rolled off the assembly lines here. And the plant currently produces around 1,100 vehicles a day. Just last year, here in Spartanburg we built nearly 300,000 vehicles, making it the second largest production plant in our network.
A record year, underlying the commitment and dedication of our associates here.
Today, over 70% of Spartanburg’s total production is shipped to more than 140
countries worldwide. And we are really proud that this plant annually exports
vehicles valuing over US$ 7.5 billion – which, according to the U.S. Department
of Commerce, makes BMW the largest U.S. vehicle exporter by value to non
NAFTA countries. “Freude am Fahren” – made in America!
The associates here can be proud of what they have achieved. Of course this
level of export success can only be achieved if the right logistics infrastructure is
in place. The opening of the new inland port in Greer is a recent example of this
critical infrastructure. We are grateful that we can rely on the great support of
Secretary Bobby Hitt, South Carolina Department of Commerce.
A few weeks ago, the National Association of Foreign-Trade Zones (NAFTZ)
honored BMW Manufacturing with the 2013 Exporter of the Year Award. This is
by no means the last chapter of our success story. Plant Spartanburg has a
bright future within our global production network.
I personally have some great memories of my time in Spartanburg. And I’m not
just talking about the terrific steaks and warm hospitality I enjoyed here during
the early days!
I was here, in this plant, on September 8, 1994, when the first American-made
BMW, a 318i, rolled off the line. It is a moment I’ll never forget. It made me so
proud to work for such a great company and to have the privilege of working with such a great team here in America.
Back then, who would have thought that today, 20 years later, five different
models made in Spartanburg would be exported around the world? In those days
we were a small team, just a few hundred. Today that team has grown to around
8,000 talented people. Plant Spartanburg has contributed to strengthening the
BMW Group’s presence in the United States.
Of course a picture is worth a thousand words – here’s a film to remind us of a
few highlights long the journey so far. Showing Spartanburg’s history in pictures,
ends with new 20th anniversary branding logo – this video will projected on the
screen behind you. When we look around us today, we have achieved a great
deal together in the last 20 years!
In honor of this special moment it gives me great pleasure to present our slogan:
“20 years of driving performance”. The anniversary logo will be projected on the
screen behind and beside you when you reach this point in the speech. You
don’t need to do anything, just keep on talking and point to the new logo.
We are proud – of the people who work here. It is their passion for excellence,
which ensures that BMW cars from the United States excite and inspire
customers all over the world. It is thanks to our associates that Plant Spartanburg
is a role model within the worldwide BMW Group production network. We are
honored to have so many friends here and immensely proud to call South
Carolina our home away from home.
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Statement by Dr. Norbert Reithofer, Chairman of the Board of Management of BMW AG, and Harald Kruger, Member of the Board of Management of BMW AG, Production, Commitment in the US at Plant Spartanburg 2014. PDF, EN, 289.02 KB