Because you love driving
BMW's offer, combining quality cars and generous warranties, has created a large, loyal clientele. But even the most loyal of customers can get different ideas. This means that it's important always to be one step ahead, not least when it comes to logistics.
Every day, BMW's huge centralized warehouse in Dingolfing, southern Germany, sends spare parts to 30 regional warehouses all over the world. One, located in Malmö, in turn serves workshops and resellers throughout the Nordic region and the Baltics.
- "The spares arrive primarily from Dingolfing, but we also get parts from other warehouses in Germany. For example, tires from Leipzig or Hanover," says Jack Ruus Sundby.
Formerly aftermarket manager at BMW Denmark for ten years, he now heads logistics at the Malmö warehouse. It is common knowledge that BMW ranks among the most prestigious of car brands, and to Jack Ruus Sundby, it is the strongest premium brand in Scandinavia.
- "In most of the Scandinavian countries, we have the highest level of customer satisfaction among car owners, and in Denmark we also have the most loyal customers. That's been the case for many years."
Well-built cars and generous warranties are of course a major part of the explanation.
- "Naturally, it happens that customers try out another brand for a while, but mostly they come back to BMW. Our cars are fun to drive and at the same time extremely reliable. If anything goes wrong, our resellers are very highly competent and customers know that our mechanics do a good job."
A brand of BMW's status relies on everything working properly – not least the logistics.
- "Logistics is the very backbone of our business. It we don't have control of logistics, our resellers run into major problems and that ultimately hits customers, with cars spending too much time in the workshop. So efficient logistics is an important factor in enabling us to deliver promptly and maintain our position as the best premium brand".
BMW has a Nordic-region agreement with PostNord Logistics, covering, for example, InNight shipments. This ensures that many resellers get spares the very next morning, if ordering before 3:00 p.m.
- "Because of the big distances in Scandinavia and the Baltics, it's not possible to use InNight for everyone. As a result, we also use air transport in some cases if something has to go express."
To Jack Ruus Sundby, efficient logistics means delivering the right product at the right time and to the right place.
- "It sounds simple, but it's not always quite easy to carry out. We dispatch nearly 1.5 million lines from here annually, so a lot of work needs to be done to ensure that everything works smoothly," he concludes.