With the help of digital services on demand, BMW is addressing customers’ needs and is further expanding the after-sales range of technical upgrades that can be applied to Bavarian models already on streets.
The experience of buying a BMW is no longer static and does not end when the car is delivered to its owner. Thanks to digital technology, clients of the German brand are now able to adapt their current Bimmer to suit their ever-changing needs.
Since 2014, the BMW ConnectedDrive Store has offered BMW owners the possibility to upgrade the digital services of their cars, such as RTTI, BMW Music and On-Street Parking Information. The next step is to allow for more complex technical upgrades. For example, depending on the model infrastructure and architecture, it will be possible to add systems such as the High-Beam Assistant, the Active Cruise Control with Stop&Go function and the BMW Drive Recorder.
Enhancing the technical equipment of your BMW is based on the Remote Software Upgrade function that was launched back in May 2019 and will be further expanded to accommodate such sophisticated upgrades as per customer personal requirement.
BMW has a rich history in digitalization and in-car connectivity, which already expands over 20 years. Efforts in this direction have been further intensified in the last decade, with BMW continually developing and improving their digital offer. The newest Operating System 7.0 powering iDrive infotainment system, the BMW ConnectedDrive umbrella of systems and services, the BMW Connected App launched in 2016, but also the OTA update feature and the newly premiered Remote Software Upgrade are the pivotal points of the carmaker’s digital strategy.
Jens Thiemer, Senior VP Customer and Brand at BMW commented on this topic: “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.”
The BMW ConnectedDrive Store offers the possibility to temporarily try out, for a limited period, certain systems and assistants as part of the remote software upgrade program at no extra cost, before making the final decision. In the future, it is expected that features and equipment such as Remote Engine Start and Adaptive M Suspension to become available for later-on vehicle upgrade.
