BMW is turning from car manufacturer into a company offering multiple services that are in demand with modern day customers. Since the release of its ‘Activate the Future’ series of documentaries, the brand has clearly put it that it was looking into expanding its offer and taking on multiple roles.
Ian Roberton, BMW sales and marketing chief, told in an interview for Autonews that BMW “is no longer just an auto company” explaining that it rather views its role as a «mobility solutions provider».
Ealier this week, the brand surprised the whole world with the launch of what it calls «a premium car sharing» service entitled ‘DriveNow’ with the aim to sign about 1 mln. customers by 2020. With this project, BMW targets ubran population that belongs to Y-generation, customers who are not very willing to own a car. DriveNow offers clients an opportunity to rent cars and, according to BMW blog, is pretty similar to the Zipcar program offered in the U.S., or the Mercedes’ Car2Go (which celebrated its first year in Austin Texas in November 2010 reporting 15,000 of registered members).
Speaking of BMW, if a customer is not interested in buying a car, a sales assistant will offer them DriveNow program as an alternative. This green initiative will allow transporting more people with less cars, thus reducing carbon dioxide emissions. The offer is based on the key points of the study by Frost & Sullivan. According to it, 60 percent of the global population will be urban by 2025, therefore traffic jams and pollution will result in decreasing number of cars sold.
Another project created with sustainability and innovation in mind, is its electric sub-brand ‘i’ launched last month as well as BMW Vision ConnectedDrive concept unveiled by the brand during 2011 Geneva Motor Show that, according to the company press release, offers «intelligent networking of driver, vehicle and environment» and provides useful information on hand at all times, enhancing driving pleasure and safety. To learn more about Connected Drive concept and technologies currently incorporated in it, please visit www.bmw.connecteddrive.info.