To continue my exploration of German Engineering, I turn again to the original focus of my research—the environmentalism of Audi and BMW. I have been continually pleased by the substantial efforts taken by both companies to ensure sustainability. Both companies view sustainability as economic and environmental, and that they have a social responsibility to be as sustainable as possible. Again, and especially with Audi, I found that their commitment to sustainability goes beyond just the cars on the road. Parking garages covered with solar panels, water saving circulation systems in different processes of manufacturing, and even using engine tests to generate power and heating for the plants are just some of the ways that Audi’s engineers have shown that they are serious about their commitment to the environment.
“Green washing” is the term used to describe the over-use and often-illegitimate use of green marketing that many companies have used in their advertising campaigns. In a world of facades and false fronts, especially in marketing and corporations, it’s difficult to trust companies when they say that they are “going green.” Some companies even make small changes in some areas to provide data for their feaux environmental consciousness. Audi and BMW aren’t green washers; they have demonstrated commitment and it should pay off. Their green efforts are not solely inspired by their love for Mother Earth, environmentalism is also a business-savvy move. Sure they’re saving money on electricity, water and their heating bill with these sustainable manufacturing plants, but eco-enthusiasts would much rather support companies like Audi and BMW than companies that produce gas guzzlers at old, inefficient coal burning plants. Eventually, whether companies become subject to tougher environmental legislation (that’ll take a while in the United States’, shall we say, deliberate? Government) or they wake up one smoggy morning with a sore throat and a guilty heart (probably less likely than legislation getting passed and enforced within the next decade) or if they realize that sustainability is profitable (money always makes the difference), all automobile manufactures will take the same measures that the Germans are already touting. Audi and BMW are already ahead of the curve, and not just because they build finer automobiles, but because they recognize and strive for progress, it’s just the German way. ‘Vorsprung durch technik’… progress through technology. Simple, efficient, and well, progressive. Perhaps once the translation gets through to the American automobilers, they, too, will begin to advance. Detroit is a hard-working city, and it has been for a long time. It’s tough, and so are the folks who live there. It’s citizens have pride in their past, and luckily the manufacturing plants got bailouts to keep those citizens working… kind of. Tradition is important, we learn much from our history, but at some point I’d rather drive a car to work than a horse and buggy. Progress is the name of the game. The technology in stores is already outdated compared to what the companies are showing off at trade shows. The assembly-line was a wonderful invention, a hundred years ago, its time to assemble cars in line with the Germans, efficiently and sustainably. It just makes sense.

German Engineering (audi and bmw)

This presentation explores the characteristics of Audi and BMW automobile companies, with an emphasis on environmental protection protocol, within the context of historical trends in German engineering. Included will be a demonstration of the effects of French and British influence, and later, American and global market influences, on the development on German engineering, and their consequent influence on BMW and Audi. Progress and quality are the underlying themes connecting the companies, and a commitment to economic, social and environmental sustainability.

Progress report 1- Tanner Starbard: German Engineering

As a case study to learn about German engineering, I am focusing on the three main German auto manufacturers (Audi, BMW, Mercedes-Benz), with an emphasis on their environmental protection approaches. I am going to look at not only the cars’ efficiency on the road but also the process of manufacturing the cars to see what measures are being taken behind the scenes. I will also look into the history of engineering in Germany as a whole in order to frame the context of the present-day German auto industry.

My preliminary research on Audi turned up some promise for the environment. Audi includes environmental awareness (along with sportiness, emotional design and quality) as a staple of their design identity. Fortunately, this appears to be more than a marketing ploy; Audi publishes their own environmental magazine labeled “Encounter,” and has been honored with the EU emblem of distinction for environmental protection due to their commitment to going above and beyond the environmental regulations that all European auto makers must abide by. Audi manufacturing plants pay special mind environmentally to “waste management, emission control, water protection, energy and environmental programmes” as stated in the environment section of their website. The website also declared that “Audi customers can be sure that maximum attention has been paid to ensuring environmental compatibility, even during manufacture of the vehicle.” Not only does Audi show commitment to minimizing their negative impact on the environment, but also a directive to nurture nature as well. In a joint research operation with the Technical University of Munich, Audi has planted over 36,000 young oaks in what they call a “CO2 reservoir” in Germany. A second forest in Hungary is currently under development as well. Audi’s motto “Vorsprung durch technik” (translated to advancement through technology) has clearly influenced their dedication to the environment in so many areas, most of which aren’t common public knowledge, nor mere marketing campaigns. The company has deemed CO2 reduction a social responsibility, taking it upon themselves to improve their environmental impact.

BMW shows similar dedication to the environment. BMW expresses an approach to overall sustainability as central to their development. This sustainability includes awareness and commitment environmentally, economically and socially. BMW was the first major European automobile manufacturer to be in accordance with the EMAS II environmental legislation regarding auto-manufacturing plants. BMW maintains awareness to the environment in their plants, but even more to efficiency in their vehicles. BMW is a leader in the development of hydrogen fuel cell vehicles, as well as developing gasoline-powered vehicles that are more efficient in the meantime. BMW is the first manufacture with a Vehicle Recycling Network in which old vehicles are stripped to be re-used in any way possible in the production of new vehicles. BMW’s Learning Centre provides free online information about street safety and environmental awareness for kids, among other things.
The LC provides resources for teachers to educate their students in these areas.

A common thread discovered so far is commitment to progress, being on the cutting-edge of auto engineering. BMW and Audi both show dedication to the environment and improving their impact on nature.