Purchasing Director, BMW
Gerhard Schuff is a rare find in the auto industry.
He is a purchasing director with whom suppliers enjoy working.
Unlike many of his contemporaries, Schuff has said he does not believe in radical price reductions on existing projects. He prefers to establish a reasonable price at the beginning.
Rather than making unilateral demands, Schuff stresses the importance of common goals and targets.
The strategy is working.
BMW ranks No. 1 with suppliers for its openness to new ideas, implementation of new ideas, mutual level of trust and ease to work with, according to a recent survey conducted by J.D. Power and Associates for Automotive News Europe sister publication Automotive News.
Being open to new ideas has helped BMW enhance its reputation as a technology leader and is a chief reason for the luxury carmaker's continued success.