A BMW is as individual as its driver.

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 StopGo, 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
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.

Vehicle functions can now also be digitally
The range of digital services that can be
ordered at a later date, such as RTTI, On-Street-Parking Information
or BMW Music is now being expanded to include the option of activating
vehicle functions. Since August, it has been possible to install the
High-Beam Assistant, the Active Cruise Control (ACC) with StopGo
vehicle distance assistant with Start/Stop and the BMW Drive Recorder
in this way. The BMW Drive Recorder uses the cameras installed for
driver assistance systems to record video images of the vehicle’s
surroundings – for instance, when driving through particularly
spectacular scenery. Depending on the model and special equipment, the
necessary hardware for these functions is already integrated into
vehicles*. The range of additional vehicle functions will be expanded
going forward. Peter Henrich: “Our goal is to provide the
customer with the best possible digital experience in their BMW. With
digital services on demand, we are aiming for a new model that gives
customers far more freedom and flexibility than has been possible so
far. For example, in the future, we might also offer functions such as
Remote Engine Start or Adaptive M Suspension. 

As part of the digitalisation process, the vehicle itself has become
a touchpoint. The BMW Group has supported this development for 20
years with the BMW ConnectedDrive Store and, since 2016, the BMW
Connected App. “We want our customers to enjoy all products,
digital and other services together as a seamless experience. They are
already connected today via all the BMW Group’s digital channels –
from the web, through the BMW ConnectedDrive Store or via smartphone.
Our goal is to ensure the customer no longer has to adapt to the
specifics of their vehicle, but for the vehicle to be geared instead
towards their personal and individual requirements,” explains
Jens Thiemer, Senior Vice President, Customer and Brand BMW. In the BMW
ConnectedDrive Store
, selected digital services can be tested
for a time as a “teaser” without any obligation. Depending on the
service, teasers may be offered as soon as the vehicle is delivered.
These services can then be extended – or not – via the Store for a set
period of time. 

* depends on special equipment. Example: The BMW Drive Recorder
is available in some new models in conjunction with Parking Assistant
Plus. BMW Operating System 7.0. is required for Remote Software Upgrade.