As BMW redefines the car of tomorrow in light of a global circular approach, Corporate Communications and CSR Manager Maryse Bataillard meets designer Gael Constantini at the helm of her sustainable clothing brand. Together, they discuss environmental challenges in their areas of expertise, as well as strategies to keep customer delight at the heart of their concerns.
How do you respond to environmental issues in your respective fields?
Maryse Batillard. “What is important for us is energy sobriety in a global sense. We showed a concept of a 100% recycled 100% recyclable car by 2040, which shows the challenges to be faced. It’s about redefining all resources and all functionality from the design stage. One of the challenges of circulation is the collective, through cooperation, to get our partners to commit together with us to produce with 100% renewable energy like us or to increase the proportion of recycled materials. The future is in joint construction. It’s quite inspiring to cross domains and ideas. »
Gael Konstantini. “It is certain that we will succeed only if we all unite. By taking organic and recycled raw materials with us, we are already reducing the amount of water needed to make clothes. We also work with professional integration workshops in France, which limits our carbon footprint. After all, if our customers tire of our clothes, we collect them so we can control their end of life. The goal is to keep the textile as long as possible. This is stability. »
What environmentally responsible materials do you use?
MB:“Hemp in the body alloys, recycled nylon fibers, from fishing nets, for the BMW iX floor mats, eucalyptus for the dashboard panels, FSC certified wood… Our cars also contain recycled aluminum and nickel, and we are working on innovations. on leather with a cactus base. We invest heavily in research and development to find replacement solutions. As you say yourself Gaelle, the material is at the heart of the problem. »
CG:“Yes, and for our part we have chosen to use what is meant to be thrown away, for example sheets that hotels no longer use, blankets that people no longer want… We also work with Le French Jacquard and Maison With Thevenon, to recover the remains of production. Our packaging is compostable, tissue paper is recycled and our inks are Oeko-Tex certified. The chain has no negative footprint on the planet from start to finish. »
How will this new, more responsive way of creating a desirability factor for potential buyers?
MB: “With our electric models, we have won over new customers who want to move towards cars that are both reliable and more durable, without forgetting the fun of driving. The car of the future offers a different emotional perspective. For example, we collaborate with composer Hans Zimmer, who imagines the sound of our electric cars. And then design opens up an infinite field of possibilities. It Shy tech, “hidden technology,” responds to this desire for sobriety while offering the best in built-in connectivity. Recently, we also introduced a car that can be white in summer and black in winter to adjust the temperature using sensors. This incredible technical evolution is both “fun” and sustainable. It shows that sustainability can be fun and joyful. As with fashion, there is satisfaction in purchasing a fine piece. »
CG:“I agree, our customers are also proud to wear our clothes, which they wear as a requirement, they can tell a story. By design we use elastics at the waist and our patterns are made to fit two sizes if there is a weight change. We are still in this dual position of desirability and bringing something positive through eco-design. »
What are your next challenges?
MB:“Our goal is to reduce CO by 40%.2: until 2030. This amounts to 200 million tons of CO2:, or half the consumption of the French in one year. For battery recycling, which is already more than 75% efficient, our partnership with a German recycling champion start-up should allow us to reach 96%. Finally, one of the main challenges concerns autonomous driving. It’s about redefining the interior design of cars when you’re not driving. The new BMW i7 already has a giant screen with very high definition, and you can also admire works of art with the BMW Digital Art mode. This creates other interesting customer experiences imaginable. There is still a long way to go.”
CG:“I would love to do my first fundraiser. So I could have a global offer for a man, a child and a house. In terms of challenges, our main focus is on constantly reducing our water footprint. Since 2017, we have saved more than 5 million milliliterswater compared to traditional industry. Once we find financial help, we can save thousands of tons. Causes dizziness. »
Source: Le Figaro
