Scelte strategiche BMW Group

[j]

Ahia, questa rischia di essere una cosa abbastanza esplosiva....quanto può resistere BMW senza il mercato cinese?

[Beckervdo]

24 minuti fa, j scrive:

Ahia, questa rischia di essere una cosa abbastanza esplosiva....quanto può resistere BMW senza il mercato cinese?

Hanno 18 miliardi di dollari da restituire...sono volatili per diabetici

[4200blu]

1 ora fa, Beckervdo scrive:

Brilliance, partner di BMW in Cina, che costituisce la BBA (BMW - Brilliance Auto) è in bancarotta. 

 

..forse la buona occassione di riprendere non solo altri 25% della JV BBA (come era previsto) ma tutti i 50% delle cinesi. Sarebbe la prima produttore estero con una produzione 100% per se stesso.

[j]

4 minuti fa, 4200blu scrive:

 

..forse la buona occassione di riprendere non solo altri 25% della JV BBA (come era previsto) ma tutti i 50% delle cinesi. Sarebbe la prima produttore estero con una produzione 100% per se stesso.

 

Se escludiamo Tesla che ha già questo privilegio 

[GL91]

Non credo che per BMW possa essere un gran problema, nè che rischino di rimanere fuori dal mercato cinese. Il marchio mi sa che in Cina va bene, qualche altro costruttore locale interessato non mancherà, al massimo cambieranno partner, rilevando le fabbriche della JV attuale, e buonanotte.

[4200blu]

BMW joins forces with Siemens, SAP, Bosch to build German auto data alliance

BMW is among automakers forming a data-sharing alliance with German industrial and technology companies including SAP, Siemens, Robert Bosch and ZF Friedrichshafen as Europe's biggest economy fights to recover ground lost to U.S. and Chinese competition.

Industrials giant Siemens and technology firm SAP will collaborate with BMW to build a cloud-based data exchange platform that does not rely on U.S. or Chinese technology.

Telecom giant Deutsche Telekom will also take part in the project.

The platform will enable German automakers and their suppliers to identify production bottlenecks or parts shortages, helping them to avoid some of the production outages seen earlier this year due to coronavirus lockdowns.

The alliance's data-sharing platform will use the European Gaia-X cloud service and not U.S. or Chinese data hosts like Amazon.com or Alibaba Group Holding.

Geopolitical tensions and trade wars are making European politicians cautious about domestic champions ceding control of their data to external companies, fearing European companies could lose control of sensitive information about customers or production.

The automotive alliance will "ensure value-added manufacturing and employment in Europe are secured," German economy minister Peter Altmaier said.

[4200blu]

BMW announces the future of the display and operating system BMW iDrive at the CES 2021.

 

Munich. 20 years have passed since the first generation of BMW iDrive made its debut. Now, at the Consumer Electronics Show (CES) 2021, BMW is announcing the next chapter in its display and operating system, which is set to transport driver-vehicle interaction into a new digital and intelligent age. The CES will take place on 11 – 14 January 2021 in exclusively digital form. BMW is utilising the virtual forum the event provides to give a global audience an initial preview of its upcoming all-new BMW iDrive system, which will be officially unveiled later in 2021.

BMW’s digital offering at CES 2021 also includes an entertaining teaser video that visualises the development of the user experience inside a BMW over the last two decades. The protagonists in this journey through time are the 2001 BMW 7 Series – in which the BMW iDrive system celebrated its premiere – and the BMW iX, which will come onto the market in 2021 and in which the new generation of the display and operating system will be available to experience for the first time. Added to which, the BMW Design team responsible for user experience and user interaction has provided some glimpses behind the scenes of its development work. To this end, another episode has been added to the “Re-Thinking Design” video series launched as part of the BMW Group’s #NEXTGen 2020 event. All the content from BMW’s presence at CES 2021 and further digital presentations can be viewed in a special CES feature on the online platform at http://www.bmw.com/ces.

20 years ago BMW instigated a paradigm shift that reversed the wave of buttons spreading over car interiors at the time. The BMW iDrive operating system introduced for the first time in the then new BMW 7 Series in 2001 swept away old habits and purged the cockpit of the growing number of buttons and controls. In their place came a colour screen in the instrument panel (the Control Display) and a rotary dial on the centre console (the iDrive Controller). This multifunctional system allowed drivers to control a large number of vehicle settings, entertainment, navigation and telecommunications functions with a single operating tool. In addition, the BMW 7 Series was the first car to feature voice control technology, which allowed selected functions to be activated using spoken commands.

iDrive controller and voice control made operating the car’s systems significantly easier and safer. Where the driver previously had to find and engage a different dedicated button in the cockpit for each individual function, now they could keep their hand in one place on the Controller, which occupied an ergonomically ideal location on the centre console. The various functions could be controlled using standard rotary, pressure and shift movements. And the driver could view the information on the Control Display – integrated into the centre of the instrument panel at eye level – equally quickly and safely; they only needed to divert their gaze from the road for a short moment to check the operating status of systems. Over a period of just a few years, this innovative principle morphed into the new industry standard. A host of other carmakers adopted the combination of display and controller, as this was the only way to harness the ever-increasing array of functions inside their models. 

Ongoing development widens the gap.

Since the advent of iDrive, BMW has consistently taken the lead in the field of intuitive in-car operation, a constant process of development building its superiority over competitors’ systems all the time. This has led to the introduction of favourites buttons to store individually selected operating steps. These buttons debuted capacitive surfaces, which previewed functions on the Control Display. And then came direct selection buttons enabling a direct route to the most frequently used function areas of the menu and a Touch Controller, which allowed the user to input characters directly. 2015 brought the arrival of the Control Display with touch control, again in the BMW 7 Series. 

At the same time, BMW put in place further innovations to optimise driving comfort and safety. In 2004 it became the first carmaker to present a Head-Up Display, which projected relevant driving information onto the windscreen in the driver’s direct line of sight. And multimodal operation reached another new level in 2015 with the world premiere of BMW Gesture Control in the 7 Series. Voice control has also undergone a sustained process of evolution. Indeed, since 2015 natural language understanding has enabled systems to be operated using naturally spoken instructions instead of pre-set commands.

BMW leads the way in the field of connected vehicles.

BMW iDrive also paved the way for the introduction of digital services, which have enabled a consistent progression of the relationship between user and car. The first development stage of the system brought the BMW Online service into BMW cars. Integration of the Google search engine followed in 2007, before BMW became the first vehicle manufacturer worldwide to unlock unlimited in-car internet access the following year. In response to the boom in smartphones – and the digital applications developed specially for them – apps from third parties could also be integrated into the BMW iDrive operating system from 2012. 

The connection between the vehicle and driver became even closer in 2016. The BMW Connected app now allowed customers to fully integrate their car into their digital lifestyle. Destinations inputted into a navigation app could be imported directly from a smartphone into a BMW, while information on the status of the car was also accessible on a mobile phone or other digital device. This service now offers an even wider range of functionality via the My BMW app.

Assisting drivers with digital intelligence.

A new and now online-based voice control system premiered in 2018 in the newly launched BMW 3 Series. The BMW Intelligent Personal Assistant is a digital companion whose skillset can be constantly expanded. It is underpinned by the modular and flexible BMW Operating System 7 vehicle software, which also provides the basis for another, particularly future-focussed service: Remote Software Upgrade keeps the BMW up to date with the latest digital technology at all times and also enables additional functions to be integrated into the car at a later stage.

20 years ago, the boldness to explore a revolutionary response to the challenge of ever increasingly functional complexity drove BMW to pioneer intuitive on-board operation. And the BMW iDrive system also set the course for digital intelligence, which allows the driving experience to be tailored even more precisely to the customer’s needs and preferences. 

The next generation of BMW iDrive takes the burgeoning relationship between a BMW and its driver to a new level. The new system neatly bridges the gap between analogue and digital technology. And this, in turn, heralds another paradigm shift, as the number of available functions in a car and their complexity continue along a constant upward curve. Digital intelligence has been introduced into cars, optimised sensors now allowing them to perceive and analyse their surroundings. As a result, elements of driving and parking can be automated to an increasing degree. And cloud-based services dip into a growing pool of real-time data. 

This means that, in many situations, the vehicle has access to a greater supply of information than the driver. For example, it can receive and display hazard warnings from other BMW vehicles and make predictions on the availability of parking spaces at a destination. Developments will continue in this direction, presenting the car’s display and operating system with fresh challenges now and in the future. The next-generation BMW iDrive is set up to utilise the potential of an intelligently connected vehicle more extensively than ever and so make the mobility experience even safer, even more comfortable and convenient, and even richer in variety. 

 

 

 

Modificato 12 Gennaio 2021 da 4200blu

[aboutdas]

Approfitto del topic:

BMW ha sospeso il suo servizio pilota ad abbonamento "Access by BMW" che operava a Nashville, USA. Il servizio ad abbonamento, del tutto simile al più noto Book by Cadillac, permetteva l'accesso omnicomprensivo di servizi a varie vetture della gamma ad un prezzo di 2000$/mese (X5, Sr.4, Sr.5...). Ad un prezzo superiore, 3700$/mese, l'accesso si estendeva a M5, X5M, X6M etc. Serie 7 non è mai stata inclusa nel piano.

 

3700$/mese sono circa tre volte tanto il costo del leasing mensile di una M5 a Nashville, per essere chiari, pur se Access evitava i 6000$ da lasciare all'apertura del contratto e include i costi di manutenzione e assicurazione.

Fonte: https://www.theverge.com/2021/1/14/22231451/bmw-access-subscription-shut-down-nashville-cancel

Modificato 15 Gennaio 2021 da aboutdas

[dindi]

Potessimo noi avere una M5 in leasing a circa 1000€/mese 🤤

[4200blu]

Interview with Pieter Nota, Member of the Board of Management of BMW AG, Customer, Brands, Sales, about realigning sales and marketing to create industry’s best customer experience

 

Mr Nota, 2020 can’t have been an easy year for your sales and marketing team. How big of a challenge was the coronavirus pandemic?

I would certainly agree with that. Last year was marked by huge uncertainty, big differences between markets around the globe and the fact that demand and production were more or less shut down in parallel for several weeks for the first time in history. We responded to the coronavirus pandemic with a lot of agility in our sales management and production, and by adapting our sales channels quickly and systematically. Thanks to this, and despite the restrictions on retail, we concluded the year with an all-time sales high for the last quarter. We are all proud of that.

We also forged ahead with digitalisation of our sales and marketing – because, particularly now during the coronavirus, customers really want the sales process to be as contact-free and as convenient as possible.

 

And you were able to respond to that immediately?

Yes, we acted quickly and systematically: We enabled sales representatives at our retail partners in more than 60 markets to advise customers and sell vehicles without restrictions, from any location, back in April. So, for example, they can configure a customer's ideal car together with them on the phone using a shared screen or even give them a live tour of the cars they have in stock.

The second step for us was to take the sales process for retail partners largely online within a short space of time via our high-traffic websites in key markets. We plan to continue the rollout in other markets this year and are working with retailers to give our customers the option of buying their individually configured custom vehicle entirely online in the future and having it delivered to their front door – creating an entire online customer journey that is completely seamless: from configuration to ordering and throughout the use phase.

 

So, that means your new sales strategy is mainly aimed at online sales?

Online sales is an important aspect of our new strategy, of course, but our new sales concept goes much further than that. We have stated our aim of offering the industry’s best premium customer experience in close collaboration with our retail partners. We want to differentiate ourselves from the competition in this way.

Our customers buy and use their vehicles differently today than they did in the past. Connectivity plays an increasingly important role, in addition to the actual driving experience. Customers don’t just want to integrate their digital life seamlessly into their vehicle; they also expect us to offer options, both for the vehicle purchase and during the use phase, that are tailored to them personally. They want their vehicle to adapt and grow with them, so to speak, as their mobility needs change – and we are systematically responding to this shift.

 

So, you’re mainly talking about greater use of digital technologies?

Yes, that’s right. We definitely see this as an opportunity. We will be investing a triple-digit million euro amount annually up to 2025 in the digitalisation of our sales and marketing – building on the momentum from 2020 and reorganising the division across all markets and all disciplines. As well as a new organisational structure, we are also creating an integrated and connected IT infrastructure that will allow us to implement our new strategy in a way that is tailored to each region.

 

You recently reorganised your whole marketing agency landscape.

That’s right. That’s also part of our new strategy. The new agency model “THE MARCOM ENGINE” lays the foundation for a personalised and targeted customer approach in the future. Instead of over 80 agencies operating regionally, we will be concentrating in Europe on two higher-level agency partners, whose portfolios complement each other perfectly, for implementing our new marketing concept together.

 

What exactly will change for customers as a result of your new sales approach?

If customers choose to share their data with us, thanks to digitalised processes, we can get to know their wishes and preferences better than ever. We know which products or services they might be interested in. Having this as a basis saves us time and enables us to provide an individual offering that is customised for them. This won't just be for the vehicle; it includes all relevant services: from financing all the way to a charging package for their electric drive train. And customers will obtain all these things from a single source.

We want to offer them a premium customer experience – from the initial point of contact all the way to using the vehicle.

The next step will be to expand aftersales upgrades for vehicle functions on demand previously only available as optional equipment ex works. This will enable us to offer our customers additional vehicle functions they can use flexibly or just for a limited time, if they choose. This means they can continue personalising their vehicle and adapting it to their mobility needs on an ongoing basis.

 

Can you give us an example of which features you are talking about?

Additional features, like driver assistance systems, selected light and sound packages, or even suspension. A good example is the BMW Drive Recorder. Our vehicles already come with cameras that can be used for additional purposes. For example, if you want to take pictures for your digital photo album while driving along a winding mountain pass, you can activate the BMW Drive Recorder. This feature is especially popular with customers as an upgrade. The aftersales take rate is higher than at initial configuration.

Another example is steering wheel heating: If a customer is driving in sub-zero temperatures, our voice assistant will invite them to try out the steering wheel heating – even though they didn’t order it when they bought the car – free of charge for a trial period. If the customer likes the feature and wants to keep using it, they can pay for the corresponding upgrade – perhaps only during the colder season or for a winter vacation.

 

You rely on all possible customer and vehicle data to do this. Is that in your customers’ interest?

Let me be clear: Our customers naturally decide for themselves whether to make personal data available to us so we can optimise how they experience our vehicles and services. The high standards customers expect from our products and services set the benchmark for how we handle their data.

 

So, how are your customers responding to these options? Do you think this business case has potential?

It certainly does. Pilot projects in Germany, the US and the UK have shown that customers are very interested in these additional vehicle features.

We expect the proportion of aftersales upgrades for vehicle functions to account for a significant percentage of our highly profitable optional equipment business in the future.

This will also enable us to reach additional customer groups, such as used-car buyers or customers who lease or rent their car and prefer to purchase vehicle functions for a limited time only.

 

And how do customers activate these additional options?

They use their personal BMW ID to log in to the BMW ConnectedDrive Store, where they can access the entire BMW Group digital ecosystem, including the wide range of aftersales vehicle upgrades. This will also be possible using our brand apps in the future.

 

So, the apps give you a direct line to the customer?

Yes, they do. Their new design makes them easier and more intuitive to use and provides us with an interface for individualised dialogue with our customers.

Today, they not only provide access to the status and functions of the vehicle, but with the BMW Digital Key, for example, it is possible to integrate the smartphone as a vehicle key, or integrate Amazon Alexa Car or redeem BMW Points for BMW Charging. They also connect our customers directly to their BMW partner so they can arrange a service appointment quickly and easily.

 

That means easy, straightforward service appointments will soon be a reality?

Customer support is extremely important. Our customers really appreciate having their vehicle serviced and repaired by our retail partners. Our partners provide service for around 15 million customers a year, on average, conducting almost half a million vehicle diagnostic tests worldwide every week. Those are pretty impressive numbers. That’s also why we reorganised this business unit late last year, as we continue to enhance customer satisfaction and convenience even more.

 

What does that mean exactly?

One aspect of this is expanding our product offering: for example, through remote diagnostics. In the future, if the vehicle indicates an error message in the vehicle display, the customer will simply be able to call their BMW partner directly from the vehicle. If the customer agrees, vehicle data is transmitted over-the-air and the service employee can perform remote diagnostics. If the car needs to be brought into the workshop, a service appointment can easily be arranged at a convenient time. This means that a spare part can be ordered directly, and the workshop appointment optimally aligned with it. Remote diagnostics will be rolled out in stages worldwide this year, once the initial pilot projects have been completed.

 

As of when will customers be able to benefit from your new sales measures?

This will vary between markets for BMW and MINI and also depends on individual features. But our two fully-electric vehicles, the BMW i4 and BMW iX, will certainly be released onto the market with the new sales concept. Without giving too much away, the main focus will be on aftersales upgrades for vehicle functions on demand, as well as a seamless and especially customer-centric configuration process with personalised options. We will also be bundling offerings – from winter wheels to the leasing contract – so customers get everything they need from a single source.

 

To wrap up, there’s another topic the BMW Group has dedicated itself to: sustainability. Does that also apply to sales and marketing?

Yes, of course. The BMW Group’s belief that there can be “no premium without sustainability” also applies to us in the Sales and Marketing division. We are already helping our customers make appropriate, sustainable decisions about products and drive trains and training our employees and retail partners to become ambassadors for our sustainability ambitions. Topics like recycling and use of secondary material are also important issues for us in Sales and Marketing.

 

(BMW AG)