Behind the scenes, the Munich firm is making seismic changes to its sales and marketing approach
BMW’s electric vehicle line-up is set to undergo dramatic change with the next-generation Neue Klasse models that will introduce a radical design language and advanced new technology. But, beyond the metal, the Munich firm’s sales and marketing approach is currently undergoing an equally seismic change.
It should be effortless and smooth, and the app and our new sales model will improve that process.” BMW’s focus on digitalisation – both in terms of in-car technology and the focus on the smartphone app – could be seen as a distinct change from the firm’s long-standing focus on performance and producing the ‘ultimate driving machines’. Put that to Nota and he says: “BMW customers are also very digital. They really want – and even demand – these types of digital functions.
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