The Germans have a way of making the simple sound serious. Officially, the imposing building in the center of Munich is known as the Forschungs- und Innovations Zentrum FIZ of the Group. But Klaus Draeger prefers to just call it “the Project House,” as it’s where some of BMW’s most important projects go from concept to customer.
Like the new 5-Series, which the automaker pulled the wraps off this week, during a formal presentation at the Project House, where Draeger, the BMW board member in charge of R&D, keeps his main office.
First impressions count, said Draeger, admittedly worried about making sure the new car would win over the sceptical media hordes. Introduced in 1972, the 5-Series may not be the Bavarian brand’s biggest seller , but along with the ever-popular 3-Series and the new 1-er, “They account for just over half of our profit margin,” conceded the executive.