Munich. The BMW Group is focused on customer needs and their requirements for modern digital mobility. Sheer driving pleasure is no longer restricted to the vehicle itself, but can be consistently geared towards customers’ digital needs. Since 2014, with options for booking digital services through the BMW ConnectedDrive Store, it has been possible to adapt the vehicle to personal requirements on an ongoing basis.
The next step towards greater flexibility will be to allow additional vehicle functions to be added later. Current examples include the High-Beam Assistant, the Active Cruise Control (ACC) driver assistance system with Stop&Go, and the BMW Drive Recorder. Expanding the options offered by the BMW ConnectedDrive Store to conventional vehicle functions will allow each BMW after sale to be further personalised.
From classic special equipment to individual services
The BMW Group’s expanded, customer-centric digital offering enables the vehicle to be updated over a period of many years. This means customers no longer have to commit to certain special equipment when they buy the car – instead, they can adapt it to their individual requirements over time.
Peter Henrich, Senior Vice President, BMW Product Management: “Digital technologies and classic automotive development are merging more and more. We want to offer our customers different dimensions of sheer driving pleasure – including the latest digital services and the possibility of booking functions as needed. All new BMW vehicles are now technologically enabled for this and we will be systematically expanding this offering.” Customers will continually be offered a choice of new digital options – which may not have been available at the time of buying or leasing the vehicle. The BMW Group will also be able to respond faster to digital development and new technologies. The ability to book and unlock additional vehicle functions is primarily enabled by the Remote Software Upgrade technology launched in May 2019. New digital services and features can be downloaded directly into the vehicle and then installed over the air.
This means a BMW can be kept digitally up-to-date for years to come. Peter Henrich: “In the long run, we could also imagine digital services no longer being linked to the car, but to the customer who books them.” This is a particularly attractive option for used cars. In this case, secondary buyers are no longer tied to the digital features of the previous owner, but can choose whatever suits their own needs and requirements.