On the occasion of the end of year event BMW group responsibility dinnerthe president and CEO of BMW Italia took stock of the activities carried out during 2024, also paying particular attention to the future of the brand and the company
The last event of the year, organized close to the holidays, represented the ideal opportunity to take stock of the last twelve months, but during the event BMW group responsibility dinnerorganized on the evening of Thursday 12 December 2024, Massimiliano Di Silvestrepresident and CEO of BMW Italyalso looked towards the future of the brand, mobility and, more generally, society. In fact, for some years now the German company has implemented a broader strategy aimed at achieving some objectives linked to the challenges of tomorrow. “Today we don’t talk much about CSR anymore, that is corporate social responsibilityhow much of corporate citizenshipthat is, the ability of companies and brands to be responsible citizens, actively engaged in making a contribution to solving society’s problems”.
bmw: the sustainable strategy
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The future challenges of the German brand are many. “Sustainability cannot be a destination if it does not simultaneously include both environmental, social and business ones – underlined Di Silvestre – The three aspects must move forward together and integrate into a virtuous process that expresses circularity, that is, the ability to use resources in a conscious way, reducing waste”. The president and CEO of BMW Italia underlined how the principle of neutrality technology, i.e. continuing to invest in all forms of highly efficient propulsion, is the key to promoting BMW’s sustainable mobility vision. In fact, the Munich company offers today in the range 25 electric models but also cars with diesel and petrol engines, as well as plug-in hybrid technology with the announced hydrogen fuel cell car which will officially arrive in 2027. Investments which aim to decarbonise the sector, without neglecting any aspect: energy, raw materials , production cycles, natural resources, secondary materials, recycling. A process that also involves BMW suppliers and dealers.
house of bmw, courmayeur and the Italian network
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In 2024, BMW’s national network grew, with the ribbon-cutting of the offices inaugurated in Bari, Trento, Salerno, Verona, Milan and Monza. At the center of the strategy, then, is the “house of BMW” set up in via Montenapoleone in Milan, which has hosted 330 thousand people in three years. “We preferred to inaugurate a place that has become the privileged place to build a real community, which contrasts with all the virtual communities that are so fashionable today, but which do not have the same depth of values and relationships. Last December 7th we closed the second chapter of this project, but the story is not over. In April next year, we will have the pleasure of inviting you to discover a new destination on the occasion of the Design Week 2025“. In the coming weeks the beating heart of BMW’s activity will be Courmayeur, where the new BMW X3the thirty-first and last product of 2024. In parallel, the cultural, solidarity and sporting activities organized at a national level continue, from SpecialMente, which has just celebrated its first ten years, to SciAbile, up to the Paralympic bowls, to collaborations in the world of rugby, theater (in particular the historic partnership with the Teatro alla Scala in Milan and the Teatro dell’Opera in Rome), with Mario Cucinella’s School of Sustainability and BMW on Tour with the Insuperabili Foundation and AC Milan.
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