Challenges: Tectonic shifts in the auto manufacturing space, the rise of connectivity
Only a few years ago, car showrooms were a place for customers to talk about horsepower. The focus was on tangible features and materials that could impact the car’s safety, drivability, and performance. Today, it’s about connectivity.
Once central to only 20% of buying decisions, digital services are now prioritized by 80% of the customer base. And at the forefront of bringing digital to the customer is BMW, a 100-year-old brand synonymous with quality, innovation, and performance.
“It's an incredibly exciting time,” notes Guy Duncan, vice president of digital services and operations at BMW Group. Duncan’s unit is responsible for cloud services, electrification, and the company’s pioneering ConnectedDrive App, among other digital services.