We look forward to 2021 with confidence and want to grow profitably again thanks to strong demand for our youth product portfolio, “he said Pieter Nota., Member of the Board of Management of BMW AG, responsible for customers, brands and sales. “We want to increase the sales of our electric vehicles by more than half in 2021. This underscores the importance of electric mobility as an important growth engine for our company,” continued Nota. The company also wants to double all-electric vehicle sales this year. After the introduction of the all-electric MINI and the BMW iX3 last year, production of the all-electric BMW iX in Dingolfing and the BMW i4 in Munich will start in 2021. The BMW Group has now expanded its range of electrified vehicles (all-electric and hybrid). plug-in) to thirteen models, which are available in a total of 74 markets worldwide.
Constant and rapid adaptation of sales channels in 2020
In the future, customers can also buy the vehicle of their dreams completely online.
The BMW Group steadily forged ahead with the digitization of sales over the past year, also with a view to the corona pandemic and customers’ desire for a sales process that is as contactless as possible – salespeople can advise customers regardless of its location in more than sixty markets. and sell vehicles. For example, they can use a split screen to jointly configure vehicles or demonstrate existing vehicles live.
In a second step, the company implemented the sales process for its business partners extensively online in important markets through its highly frequented websites. This will be implemented in other markets in 2021.
As part of your new sales strategy, The BMW Group and its retail partners plan to offer their customers the individually configured vehicle of their dreams to purchase completely online and delivered to their doorstep.. To do this, the entire online customer journey from setup to order to use phase, included, is intuitively configured. This enables the customer to experience the BMW Group products and services in the best possible way and individually tailored to them.
Electric vehicle owners can also use the offer BMW Charging or MINI Charging to individually configure charging products and services and thus benefit from a charging solution tailored to your needs, whether at home or on the go.
Until 2025 annual investment in the amount of three-digit millions in the digitization of sales and marketing
“Until 2025 we will invest an amount of three-digit millions annually in the digitization of our sales and marketing. Together with our business partners, we want to offer the best customer experience in the industry in the future, ”said Pieter Nota. “If customers decide to share their data with us, we know their wishes and preferences better than ever thanks to digitized processes. We know what products or services are of interest to them and we can use this as a basis in the future to turn them into an individual and personalized offer that includes all services from a single source ”, continues Nota.
Post-booking digital services will make a significant contribution to the profitable specialty equipment business going forward. The BMW Group will also greatly expand the vehicle’s rear digital pool of functions. This enables the customer to equip their vehicle even better according to their individual mobility wishes and needs.
In the future, customers can, for example, reserve additional functions from the areas of driver assistance, light, sound and even chassis at a later date. This will also be possible on a temporary basis and therefore will also benefit customers who rent or lease their vehicle and only drive it for a specified period of time.
The company assumes that the portion of services and features that can be reserved at a later date will make a significant contribution to the profitable business with specialty equipment in the future.
Customers decide on data usage
The high demands that customers place on the products and services of the BMW Group define the standards for handling their data. The Customers decide for themselves whether or not to provide the BMW Group with personal data for an optimal experience of the company’s products and services.to.
He Personal BMW ID (identification number), with which the customer has access to the entire digital ecosystem of the BMW Group, as well as the new My BMW or MINI app they act as an interface for a one-on-one dialogue with the customer and already offer a multitude of new integration functions. of Amazon Alexa to use the smartphone as a vehicle key.
| The BMW Group will invest up to 1 billion in a new sales and marketing strategy until 2025 |
The new marketing agency model “THE MARCOM ENGINE” allows the implementation of the new marketing strategy
He The new marketing agency model “THE MARCOM ENGINE” will form the basis for a personalized and customer-driven approach at BMW and MINI in the future. To this end, the BMW Group has repositioned its marketing agency landscape in Europe. Instead of more than 80 regional partners, the company will in the future focus on two top tier agencies that perfectly complement each other in its portfolio and implement the new marketing concept together.
New tangible sales and marketing strategy for first-time customers with introduction of BMW iX and BMW i4
Customers benefit for the first time from the new sales and marketing strategy of the BMW Group with the introduction of the new BMW iX and BMW i4. With BMW and MINI, you will gradually be able to use additional offers for bookable vehicle functions, as well as a seamless and especially customer-oriented setup process with personalized offers.
Customers value the premium maintenance and repair service
Together with its business partners, the BMW Group will also further optimize the range of services and maintenance for its customers’ vehicles. On average during the year, around 15 million customers rely on the service of a total of 3,527 BMWs and 1,650 MINI retail partners worldwide, underlining the importance of this offering.
In order to promote the increase in electric mobility, the company has already trained more than 2,000 employees of German commercial companies in the safe use of high-voltage systems through special training programs.
The company will continue to expand its product range, for example with remote diagnostics. If the vehicle displays an error message on the vehicle display in the future, the customer can call their BMW partner directly from the vehicle. If the customer agrees, the vehicle data is transmitted over the air and the service employee performs a remote diagnosis. If a workshop visit is necessary, this can be easily and optimally planned.
The same applies to sales: there is no premium without sustainability
The BMW Group motto “There is no premium without sustainability” also applies to sales and marketing. The company already supports customers in making appropriate and sustainable product and impulse decisions. This contributes to strong sales of electrified vehicles, which meant that the BMW Group was able to exceed the EU CO2 targets in 2020. The company qualifies employees and business partners to become ambassadors for its sustainability ambitions. Additionally, sales are promoting topics such as recycling and the use of secondary materials.-
So BMW Group to Invest Up to 1 Billion in New Sales and Marketing Strategy Through 2025 with Digitally Publishable Services Powering High-Performance Business with Special Equipment; with results marketing for personalized and targeted customer approaches; with individual and personalized offers for customers with all products and services from a single source; and retail partners play a decisive role at the point of sale and in service
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