Automotive CX Brand Spotlight: How BMW Caters To The Next Generation Of Drivers
The luxury automaker leads the industry in redefining an entrenched business model for an increasingly digital world
In PSFK's recently published 2019 Automotive CX Debrief, we combed through an impressive list of innovations from leading car brands and retailers in order to select the best-in-class examples to be ultimately featured in the report. Upon review, we noticed that one brand stood out among the others.
Automotive titan BMW has established itself as an innovation force to be reckoned with in 2019 and beyond, leveraging the successful tactics of digital retail to transform the traditional driving experience across the board. From harnessing the potential of data intelligence to integrating AI-powered voice assistance, the luxury German car dealer has led the automotive industry in reinventing an entrenched business model within an increasingly digital world. As detailed in the Debrief, here's how BMW is responding to customer service expectations from a new generation of drivers:
Incentivized Data Sharing
In partnership with blockchain startup DOVU, BMW launched a pilot program that rewards U.K. drivers with cryptocurrency for logging mileage in leased or borrowed vehicles, giving the company access to critical vehicle usage data that can be leveraged to more accurately assess the resale value of the loaned car. Drivers are prompted by an app to take a photo of their dashboards once a week, and the data is analyzed and recorded to DOVU's blockchain using machine learning and recognition software. In exchange for each submission, drivers receive a DOV token.
24/7 Direct-To-Consumer Roadside Assistance
BMW's Venture Capital fund invested in on-demand digital startup Urgent.ly, a mobile platform that equips drivers with round-the-clock access to roadside assistance. When drivers request help through the Urgent.ly app, the platform uses artificial intelligence and geolocation to connect them with the appropriate service providers in their area, leveraging data-driven insights and a centralized payment feature to provide flat-rate, upfront costs that can be paid off directly within the app. With its investment, BMW aims to integrate Urgent.ly’s services into its own BMW Assist program, which allows BMW drivers to request assistance through their in-car entertainment systems.
Voice-Enabled Shopping & Entertainment
In partnership with Alibaba, BMW integrated the ecommerce platform's AI-powered voice assistant, Tmall Genie, into select vehicle models in China. Drivers can use the assistant to access a variety of services like online shopping, music streaming services, purchasing movie tickets or weather updates.
“Jurbey” is the rumored name for BMW's sustainable urban mobility provider, made in partnership with Daimler, in an effort to compete with popularized mobility services like Uber and Lyft. The joint venture will focus on a range of transportation solutions, including car-sharing, ride-hailing, parking, charging and multimodal mobility services.
For more innovation in automotive buying and owning, see PSFK's in-depth Automotive CX Debrief, available for download now, and sign up to attend our Automotive CX Briefing in New York City. During the event, PSFK staff will share in-depth insights from our research regarding innovation in auto retail and cx as well as lead informative discussions and ideation sessions for auto industry professionals and non-professionals alike—tickets available now!
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