BMW Digital Transformation

BMW Digital Transformation

Digitalization is changing people's everyday lives as well as the economic environment in which companies operate. The digital transformation will describe the evolutionary process by which - in this case - companies adapt to this digital change. In the following BMW's Digital Transformation will be described in detail.


Company name:BMW AG
Description:Selling luxury automobiles and motorcycles
Inventor of the ‘driving pleasure’
Chief Digital Officer (CDO):Martin Isik
(Vice President Digital Strategy)

Social Media BMW


Chief Digital Officer (CDO)

Name: Martin Isik

Social Media Chief Digital Officer (CDO)


External Digitalization

Digitalization is changing the demands that customers and suppliers, but also the market itself, place on the company. External digitalization is about how the company presents itself to the outside world and how it deals with these new requirements in order to be able to continue to operate successfully in the market.

This is about answering the questions:

  • How can I design my product range to inspire the customer? (Raise Net Promoter Score)
  • How can I bring my products to market as quickly as possible? (Go-to-Market strategy)

Digital Unit external

Describes own companies, which deal intensively with the topic digitization and promote this topic. Digital Unit external and Digital Unit internal cannot always be clearly separated from each other.


Digital Business Model (Value Proposition)

A business model describes how a company creates value, communicates that value and records it as revenue. Digitalization creates entirely new ways in which a company can create value that can be integrated into existing business models. Value proposition is the core of the business model, as it determines the benefits a company can offer its customers. Existing companies must therefore review their business models (in particular value proposition) and determine whether a new approach created by digitization should be used to increase the benefits for the customer.

More about digital business model can be found here in the glossary: Business Model.

Online distribution of cars

Company name:Fair (Own Startup)
Description:Fair offers a trend-setting alternative to traditional car ownership, which can be realised via an app. Instead of committing to a leasing contract for a certain period of time, Fair makes it possible to lease a car without specifying the duration of use in advance. Payment is made monthly.

Digital Accelerators

Accelerators are institutions which support companies, e.g. through consulting, training or personnel, so that they can develop as quickly as possible. Normally these are startups that are helped by Accelerators. In this cooperation, a company already established on the market is supported, which faces new challenges or has to grow into the digital transformation.
More about Accelerators can be found here in the glossary: Accelerator.

Name:BMW Innovation Lab
Description:Ten-week program based at the headquarters of BMW Group UK, which enables start-ups to test products on a scale. They receive expert support from senior members of the BMW Group UK management team and have access to funds from L Marks.

Description:TechFounders is a 20 week international accelerator program based in Munich. The accelerator brings tech startups together with venture capitalists and our industry partners: ADAC, BMW Group, Bosch, Festo, Linde and Miele. During the program startups will have the chance to cooperate with one of our industry partners, get coaching by experienced serial entrepreneurs and access to venture capital.
The aim of the program is to get you one of our industry partners as a high class customer or investor.

Digital Incubators

Incubators are facilities that create optimal conditions for a company to develop fully. Incubators are also usually associated with startups. In this context, incubators create optimal conditions for successfully integrating the changes associated with digitization into an existing company.
You can find out more about incubators here in the glossary: Incubator.

Name:BMW Startup Garage (rather or calls itself Venture Client)
Description:The idea behind the BMW Startup Garage is to search for suitable startups that can offer the company (BMW) something that BMW has not yet been able to cover through any of its suppliers. This means that if a startup has for example an idea or a technology to offer that is attractive to BMW, BMW becomes a customer of these startups. Venture client because BMW would become a customer at a time when the company is still a venture and the product may not yet be ready for the market.

Digital Startups

Digital startups of the corporate.
More about Startups can be found here in the glossary: Startup.

Description:Online workshop around the car.
Caroobi offers a wide range of car services in one of its partner garages. After entering the data, the interested party/customer can be offered a workshop near you that is best suited to the service they have chosen. The mechanic then contacts the interested party/customer. However, the customer may also contact the workshop himself.

Digital Hubs

Digital Hubs are outsourced premises of a company in which innovations are dedicated to the topic of digitization. By means of other work processes and unfastened corporate structures, the networking of internal and external expertise is intended to create digital innovations that drive the company forward.
You can find out more about Digital Hub here in the glossary: Digital Hub.

Description:The idea: The mobility of the future goes far beyond products and services. To continue driving this future and pushing boundaries, the BMW Group created rad°hub – a creative space for interdisciplinary exchange between opinion leaders and experts, both inside and outside the company, where they can discuss and master the challenges of future mobility together.

The concept: At every rad°hub, participants work together in smaller breakout groups to develop future scenarios. Intensive exchange between people from different disciplines provides new impulses and a change of perspective, as well as an opportunity to build new contacts. Scenarios are explored and analysed with a single goal: to spark impulses and develop ideas for products and services in the mobility sector.


Apps of the corporate.
More about Apps can be found here in the glossary: App.

Google App Store:

Further Apps

App name:BMW-Connected
Description:Connects the car with the outside world, taking individual preferences into account. Digital services can be provided on this basis. These include, for example, opening and closing the vehicle display via an app, planning travel routes with an activated notification function at the start time, assistance in finding a parking space and much more.
Google App Store:

App name:Head-Up Screen
Description:The Head-Up Screen App allows you to adjust the settings of your built-in Head-Up Screens accessory product via wireless network.
The Head-Up Screen is a new and innovative product that displays various vehicle and navigation information on a transparent display.
With the Head-Up Screen App the settings of the screen, e.g. luminosity, on and off switching of different parameters such as altitude, power and torque, can be made. (free of charge, but only useful for Head-Up Screen customers)
Google App Store:

Internal Digitalization

Refers to the digitization of internal company structures and processes. Here, the digitization of the company's own product and service chain is at the forefront.

This is about answering the questions:

  • How can I increase my productivity through even more digital processes?
  • How can I increase my productivity through even more digital processes?
  • How can I achieve faster results through even more digitalisation in the company?

Digital Unit internal

Describes internal company departments or even a direct subsidiary that deals intensively with the topic of digitization and drives it forward. Digital Unit external and Digital Unit internal cannot always be clearly separated from each other.


Digital Strategy

Describes the strategy, i.e. the long-term behavioural plan, of how a company wants to implement digitalization within the company.

Holistic approach BMW follows a holistic approach reagrding a sustainable and futureorientated mobility that includes visionary vehicles and innovative services.
Quality, driving pleasure and enthusiasm remain an integral part of this holistic concept even when taking on social responsibility.

Digital Governance

Digital Governance ensures that the digital strategy is properly implemented. And - vice versa - governance should serve to support the alignment of the digital architecture. It refers to the management and interaction with employees in connection with the implementation of digitalization in the company.


Digital Architecture

Digital Architecture describes the structure of corporate structures and areas that the company uses to implement digitalization in the best possible way.


Digital Processes

Digital processes refer to processes that the company uses to implement digitalization. Based on this, it is used for the internal digitalization. Usually they are implemented based on a business process map on different levels (e.g. level 1-5). Processes designed on level 1 are End-to-End (E2E) processes. Business Process Management (BPM) is the methodology to design and manage digital processes.


Digital Organization

Type of control of the business units that the company chooses to implement digitalization.

Own small department dealing with digital business models

Digital Platform

Describes platforms that the company uses for implementation or as part of its digital strategy.

myBMWWith the future myBMW ecosystem, all BMW Group products, services and digital services will be combined into a customer-focused offering for all aspects of individual mobility. myBMW will be designed as a constant companion for customers, interested parties and fans of the brand, offering personalised and perfectly tailored service and mobility solutions anytime and anywhere. The entire range is structured into three subject areas: MY CAR, MY JOURNEY, MY LIFE.

MY CAR – Everything to do with vehicles.
In the MY CAR area, all services related to the purchase of the vehicle, the equipment and the characteristics of the own vehicle are brought together.

MY JOURNEY – Everything to do with individual mobility.
Under MY JOURNEY, customers are offered extensive options for seamlessly and uncomplicatedly planning and designing their journey from start to finish.

MY LIFE – the networking of lifestyle and mobility needs.
The third and most personal area, MY LIFE, makes it easier for customers to seamlessly combine their mobility with their private lives, from information about BMW events and loyalty programmes to possible Smart Home connections.

Digital Tools

Describes tools (e.g. programs) that the company uses to implement or within the framework of the digital strategy.


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See also

See also (glossary External Digitalization):

See also (glossary Internal Digitalization):

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