Why BMW needs to own its customer experience from start to finish

For the last few years now, BMW has wrestled with the question of what it’ll mean to be a luxury car manufacturer in the age of electric cars, autonomous driving and rapidly changing — and increasing — customer expectations. What, after all, makes something the “ultimate driving machine” when the driver eventually stops driving?

For BMW, the answer is a renewed focus on technology and the in-car experience it enables, without forgetting its heritage in performance cars. To discuss the state of the company’s transformation, not just in terms of its cars but also its business model, I sat down with BMW’s outspoken VP of Digital Products and Services Dieter May shortly after the company unveiled the latest version of its in-car operating system.

“We build digital…

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