BMW’s New Home in Japan
Sheer driving pleasure is just as much a part of Japan as magic design, rich tradition, and fascinating technology. BMW embodies these attributes, too. This is why the brand has felt at home in Japan for 40 years. Now BMW has built a new regional distribution center with a high-performance network to express these values even better.
BMW’s new home, the Goodman Business Park, is exactly what a premium manufacturer is looking for. The strategically planned technology and logistics base is located in the middle of the highly developed, northern economic region of Chiba Prefecture. The site between the capital Tokyo and Tokyo-Narita Airport is in the city of Iznai. The area has continuously occupied the top spot in the rankings of the best places to live in Japan for seven years. A nearby park is a home to Japan’s largest mountain cherry tree, a 300-year wonder of nature.
Space for international brands
The Goodman real estate group is developing a generous space for global brands here. It will become a convenient business, work, and living center for IT, logistics, and sales professionals. Alongside BMW, several global brands have settled on the site, which will soon cover a built-up area of 900,000 square meters. These include Google, Esprit, Zalando and logistics specialists such as DB Schenker and Kühne + Nagel.
R&M-Product: Cat. 6A EL
Stage 4, the eastern part of the business park, was opened in October 2020 – with BMW Sales as the main tenant. The car manufacturer occupies 70,000 square meters of usable space in the four-story office and logistics building. Stage 4 is more than just a reloading point for supplying car dealers, workshops, and BMW customers: Architecture, interior and business premises are characterized by modern design, quality of stay, and resource-saving building services management.
The Japanese BMW organization expected the building, offices, and equipment to meet the needs of a premium brand in every respect. «The BMW Group, the world’s leading manufacturer of premium automobiles and motorcycles and provider of first-class financial and mobility services, is set to take customer service in Japan to a new level with its new regional distribution center in the Goodman Business Park,» Goodman announced when the contract was signed back in May 2019.
At home in Japan for 40 years: premium brand BMW
A key role for R&M
The high requirements also applied to IT and network technology. R&M played a key role in this right from the start and maintains a close, long-term partnership with BMW worldwide and especially in the Asia Pacific sales region. In addition to quality and the ability to supply, the local availability of technical consulting services plays a decisive role. BMW uses certified R&M copper and fiber products with past usage records which guarantee good quality and proven performance.
This was the first time that R&M was able to help the customer on-site in Japan. The regional market organization supported property developer Goodman as early as the tendering and evaluation phase. In addition to consulting services, R&M established contact with the rack manufacturer and potential installers.
«And that increased the trust,» Goodman confirms. The business park provider decided to select R&M as the exclusive supplier of network cabling for the Stage 4 building as well.
Then, the experienced specialist for ICT solutions, MIRAIT Corporation, was awarded the installation contract. They were particularly impressed by the convenience of installation and the quick mounting technology of the R&M products. The partners implemented the project on schedule, allowing BMW to ensure that sheer driving pleasure continues to establish itself in Japan.
BMW’s new Japanese Sales Center in Goodman Business Park near Tokyo.
R&M solution for BMW in the Goodman Business Park
R&M-Product: E-2000™
The equipment for the local data network in the new BMW distribution center in Japan supports a data throughput of 10 Gbit/s, perfect for an office environment.
The infrastructure consists of:
Goodman
«Logistics space for the world’s greatest ambitions.» In accordance with this mission, the New Zealand-based real estate group Goodman operates warehouses, logistics, commercial, and business parks worldwide. The publicly listed company owns, develops, rents out, and manages industrial real estate. Goodman looks for strategically attractive, easily accessible premium locations near major conurbations. The Group owns 392 properties in 13 countries. One of these is Goodman Business Park near Tokyo. The areas are developed according to master plans and are geared to the specific needs of industries and customers.
For example, Goodman also hosts data centers, light industry, e-commerce brands, and retail space. In addition to all facilities for logistics and freight management, Goodman offers integrated services at its locations. These include restaurants, stores, lounges, recreational, fitness, and leisure facilities, childcare, and medical care. Goodman attaches great importance to sustainability in terms of environmental protection, customer relations, and site development as well as its own growth.
BMW Japan
The sales organization BMW Japan Corp. is a subsidiary of BMW AG, headquartered in Munich, Germany. The long-established brand is seen as the world’s leading premium car and motorcycle manufacturer. BMW Japan Corp. was established in 1981 and was the car maker’s first wholly-owned subsidiary in Japan. Since then BMW Japan Corp. has led the import car business setting various benchmarks in product, service, and customer care initiatives. BMW Japan Corp. today sells BMW and MINI brand vehicles through 200 showrooms nationwide and is responsible for BMW Japan Finance Corp, and directly managed sales by BMW Tokyo Corp.
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