BMW’s NEW LOVE FOR CARBON FIBER

websitebuilder • December 12, 2013

BMW is putting a heavy emphasis on carbon fiber.  This design decision is based in the company’s larger strategy of endeavoring to grow its electric-car market.  It is trying to stay ahead of the competition, says Sanford C. Bernstein analyst Max Warburton (Chris Reiter, “BMW Has Seen the Future, and It’s Carbon” Bloomberg Businessweek , 11/25/13–12/1/13, pp. 21–22):

BMW’s decision to go all-out and do carbon-bodied electric cars is brave. . . . It’s a reminder that they’re [thinking] more long-term than the competition. ” (p. 21)

Carbon fiber is stronger than steel, but it is also about 20 times costlier than steel.  Therefore, BMW decided to manufacture its own carbon fiber at a new plant in rural Washington (a joint venture with Germany’s SGL Carbon) instead of the more conventional approach of strategically outsourcing the component.  Again, in line with its long-term vision, the company wants to own key manufacturing processes and thereby better control the costs:

The choice of site was influenced by its proximity to the Columbia River.  The hydroelectricity that powers the plant’s furnaces and other machinery costs about 3 cents per kilowatt hour, less than one-fifth what the company would have to pay in Germany. ” (p. 22)

I commend BMW for its strong progressive approach.  Carbon fiber has amazing properties such as strength and low weight.  It is already designed into superjumbo jets, military applications, and Formula 1 racecars.  As demands for improved fuel efficiency and lighter-weight vehicles increase, years from now, BMW should be able to say this was a smart decision.

Of course, we never know for sure what the future holds.  However, this seems to be one calculated strategy decision based on available knowledge that will likely produce a high payback.





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