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BMW to Be Tested as Sales of Premium Cars Slow
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Jack Ewng's interview with Norbert Reithofer, CEO of BMW, in Nov. 2012. Reithofer tells Ewing about the time in 1997- 2000 when he was in charge of the BMW Spartanburg plant in the U.S. Reithofer made a list of problems and presented this to managers. Managers at the plant told Reithofer that in the U.S. the company did not have problems, it had challenges and every challenge was an opportunity. This made a deep impression on him and he sees the current problems in the European auto market in that light. BMW has an agreement with unions to cut production quickly as it did in 2008, if there is a sharp decline in the market. It will continue to invest in R&D, bring out a light weight battery powered car in 2013, and build a new factory in Brazil.
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