Milestones show BMW's contribution to China's sustainability

BMW Brilliance Automotive attributes its sustainable development achievements to getting onboard China's rapid development train, as well as the joint efforts of the government and shareholders of Brilliance Group and BMW Group.

Johann Wieland, president and CEO of BMW Brilliance Automotive, made the comments in his speech at the 2017 BMW Sustainability and Corporate Social Responsibility Forum on Thursday. The forum was held at the company's Tiexi plant in Shenyang, Liaoning province.

Wieland said: "On average, we have been achieving one sustainability milestone every two months in the past year.

"Now that's what we call BMW Brilliance speed. Sustainability is our long-term commitment to localized development in China, and for China."

One of the milestones is the Tiexi plant becoming China's first and only auto plant to be recognized as a national AAAA tourist attraction in May. Distinguished by its eco-friendly and stylish architectural design, as well as its people-orientated services, the state-of-art Tiexi facility in Shenyang welcomes guests for a close-up look.

BMW Brilliance proudly released its Sustainability Report 2016 ahead of the forum.

It is the fourth consecutive annual BMW Brilliance Sustainability Report, which comprehensively and transparently reveals its successes in sustainability.

One of the highlighted achievements is BMW Brilliance's 2016 corporate average fuel consumption further dropping to 6.69 liters per 100 kilometers.

Fuel consumption has continuously declined from 7.06 liters in 2014 and 6.95 liters in 2015.

This helped BMW Brilliance top the national rankings of fleet fuel consumption rates among automobile joint ventures once again, according to the 2016 Corporate Average Fuel Consumption report published by the Chinese authorities.

In the last year, BMW Brilliance joined the European Foundation for Quality Management in Brussels as the first Chinese company member.

The move demonstrates how BMW Brilliance challenges itself with the most rigorous quality management system and pursues greater achievements responsibly, thereby realizing sustainable growth, according to the company.

Value chain

As a pioneer in the field of new energy vehicles, BMW Brilliance is making great progress in developing China's new energy vehicle ecosystem, stimulating the innovative development of sustainable mobility in the future.

Wieland told China Daily: "We create an environment for innovation, and the value-oriented production is the driver. Our sustainable development is the result of the shared knowledge from every associate."

BMW Brilliance completed its High Voltage Center at its Tiexi plant in October, as the first premium automobile manufacturer to launch its own battery assembly line in China. It is also actively developing its local high voltage battery supply chain and continuing to push public charging infrastructure construction.

The carmaker adheres to the concept of a low carbon supply chain and production management. Internally, BMW Brilliance creates a healthier work environment for its employees by employing digital innovations and technologies.

BMW Brilliance also increases its operating efficiency to minimize its environmental impact. In terms of supply chain management, BMW Brilliance has set up a cross-functional team to continuously review its suppliers' sustainability performance.

Group-wide measures

Across BMW Group, sustainability values and measures are integrated along the entire value chain and into all basic processes - thus creating added value for the company, the environment and society.

"Sustainability values and measures have become an integral part of our thinking and action. They are integrated into BMW Group from products, services, production to employee and social care," said Olaf Kastner, president and CEO of BMW Group Region China.

The German company said it believes that sustainable actions will help achieve a clear competitive advantage and secure the company's future growth.

BMW Group has set ten goals for 2020, with three focuses: products and services, production and value creation, and employees and society.

Kastner said: "China will be actively involved in our shift towards sustainability. We will continue to make further progress and contribute more to sustainable development in China."

Strategic CSR

BMW views sustainability as the core to its strategic corporate social responsibility in China.

In 2017, as an advocate and practitioner of strategic CSR, BMW upgraded its three key CSR programs, creating more shared value for society.

BMW China Culture Journey revitalized its communication approach to promote intangible cultural heritage safeguarding and facilitate the use and consumption of heritage items in a creative way. BMW Children's Traffic Safety Education expanded its focus to adult drivers in 2017, with the launch of the new BMW Good Driver initiative that engaged BMW dealers, associates, customers and employees. Also in 2017, BMW JOY Home upgraded its current strategy from donating to enabling.

The program was officially relaunched with the brand-new concept of "Joyful Football", an innovative model that aims to improve left-behind children's physical and mental health through inventive education concepts and varied sports activities, to create a better future for them.

haoyan@chinadaily.com.cn

(China Daily 11/03/2017 page7)