Data-driven R&D BMW announces three digital strategies.

[car home? Industry]10 June 12, BMW held "2020? BMW China Digital Experience Media Communication Conference introduced in detail BMW's digital strategy of "customer-centered", "data empowerment" and "building an organization adapted to the digital process" in China.

Gao Le, President and CEO of BMW Group Greater China, said: "Digitalization has penetrated into BMW's R&D, manufacturing, automotive digital experience and customer journey through countless contact points. Its core is to use digital technology and innovation to create value for customers. Our goal is to create an end-to-end high-end brand experience that integrates inside and outside the car, online and offline. At present, BMW is striding forward on the road of digitalization in China. "

Large-scale vehicle remote software upgrade makes the car "fresh"

In 20 12, BMW began to introduce "connected driving" function and service in China market. In terms of OTA remote software upgrade, at present, 6.5438+0.4 million BMW cars have been connected to the Internet, and all new models after 2065.438+0.8 have OTA capability.

Since April this year, BMW has equipped more than 500,000 cars with the seventh-generation BMW? The vehicle push OTA upgrade of iDrive intelligent human-computer interaction system is by far the largest remote software upgrade among European automobile manufacturers, involving more than 200,000 vehicles in China market, including the new BMW 8 Series and BMW 3 Series.

"BMW 3 Series"

The remote upgrade of BMW includes three aspects: first, software upgrade to improve car safety. The second is to introduce new functions, such as third-party digital services such as Baidu CarLife, which further enriches the in-car digital ecology that customers can enjoy and enhances the in-car experience of users. Third, optimize the existing functions of vehicles, such as parking assistance system. After the upgrade, the vehicle can stop parallel to the lane or perpendicular to the lane.

When a new software version is released, customers can receive notifications of available updates in BMW or mobile applications. Then download the upgrade package through the 4G network of the mobile phone or vehicle. No matter where you are, just choose to upgrade when parking, and the vehicle will complete the upgrade and installation by itself. BMW's remote software upgrade takes only 20 minutes, which is lower than that of most manufacturers at present. The upgrade involves digital services, driver assistance, electrical, chassis and power system modules, which are more technical.

In addition to remote software upgrades, BMW has also launched a series of latest digital technologies on the vehicle side this year: from BMW intelligent personal assistants and a new generation of BMW digital keys to short videos in cars and Tencent mini-scenes, BMW proposes solutions to customers' demands and pain points in various scenarios, providing drivers and passengers with a more pleasant, convenient and safe digital experience on the road. At the same time, BMW has continuously improved the configuration level of digital functions. Since September, 2020, BMW Connected Music has been equipped as a standard on the seventh-generation BMW. iDrive？ 7.0 human-computer interaction system on BMW models, Baidu CarLife and Apple? CarPlay digital projection function will also become the standard configuration of most BMW models.

Realize the integration of people and vehicles at the data level and expand the multi-channel experience.

In 20 19, BMW established Yue Ling Digital Information Company in China, which was the first multinational automobile enterprise to set up digital information technology in China. Since its establishment more than a year ago, it has more than 100 employees. Create value for the digitalization and continuous growth of BMW Group's business in China.

In the traditional business line of car companies, all the links between customers and brands-dealer exhibition hall, after-sales, used cars, auto finance, etc. They are isolated islands, which are not closely connected with each other, and there are too many contacts of users, which leads to complicated communication. Yue Ling's goal is to open up users' online and offline experiences. This year, it launched the Customer Data Platform (CDP), which provided each customer with an "ID card" code consisting of 65,438+00 digits and letters, thus realizing the integration of people and vehicles at the data level. Like an apple? ID can record every link and demand of BMW consumers' cars, and realize the end-to-end docking of BMW's business lines.

The BMW Group has more than 4.7 million cars and tens of millions of brand fans in China. Through data analysis, BMW's various business operations departments will be able to better understand customer needs and make BMW's services more personalized and intelligent, which is an important part of the luxury experience. For example, through the accurate circle selection of interested people, the information needed by customers can be accurately pushed; Provide reminder and appointment service at the regular service node, such as changing oil; Maintain timely communication with customers under special circumstances such as emergency rescue and display the progress of rescue vehicles in real time. In the future, data-driven personalized value-added services will have unlimited possibilities.

In order to create a variety of channels for users to interact with brands. Recently, BMW's new application-My? BMW? App was officially launched in China market. With the development concept of "customer-centered", it provides all-weather handheld digital experience integrating online car selection, online service and social communication.

China is the only local market for BMW to develop this software. The three functions of community, membership and e-commerce are all exclusive functions of China Edition, which were developed by software developers of BMW China and Yue Ling teams to meet the needs of users in China. Mine? In the future, through continuous iteration, BMW application software will become more perfect.

Release the "Spark" operation platform to empower dealers.

In BMW's view, more than 600 sales and after-sales service outlets all over the country are the core link connecting online and offline experiences. Therefore, constantly promoting the upgrade and digital transformation of dealer network software and hardware can not only reduce costs and increase efficiency for dealers, but more importantly, optimize the brand experience of customers. Therefore, from 20 19, BMW began to promote the "BMW network leading project" nationwide, and comprehensively innovated and upgraded the software and hardware of the dealer network.

The brand-new dealer operation platform "SPARK" developed by Yue Ling is scheduled to be launched at the end of 10, and the pilot project at the dealer side will be launched. This platform will integrate the information generated by all business customers, empower dealers to complete more and more routine business online, and generate visual business reports to help dealers optimize their operations according to the data. In particular, the platform can further develop the online marketing ability of dealers, create online "meetings" and instant communication with customers, and bring customers a one-to-one exclusive and distinguished service experience.

The platform also supports my? BMW application, "BMW Customer Service Center" micro-signal, and customer ports such as BMW official mall, online mall order, service reservation and delivery initiated by customers can link dealers in real time, realize online and offline linkage, and respond to customer needs in the first time. All these will greatly improve the efficiency of customer service, thus saving customer time and optimizing customer experience. For example, BMW's after-sales service process has realized a number of digital service functions for car owners, and car owners can understand the whole service process of their cars transparently and conveniently through the "e-workshop" on the mobile phone side.

Data-driven research and development, innovation of organizational structure and system culture

Globally, BMW has more than 7,000 professionals in the field of information technology. From 10 to 1 in 2020, BMW Group established "Digital Car? Car), the company integrates all digital-related R&D businesses such as autonomous driving and driver assistance, intelligent interconnection and digital services into one department to promote the internal integration of digital R&D forces.

China market is the leading market for digital development. While expanding cooperation with leading technology companies, BMW has established the largest R&D system in China. There are more than 400 R&D personnel in China 1 100, and a user interface and user experience design and development team has been set up in China, aiming at exploring the needs of China customers for digital experience and designing and verifying a human-computer interaction model suitable for China customers.

Gao Le concluded: "Digitalization is not only a technological change, but also a change in the entire organizational structure, management system and corporate culture. There is still a long way to go in this journey, and we are doing our best in this journey. " (Editor/car home? Du Junyi)