FRANKFURT -- The next frontier for BMW AG is growing the digital end of its business, both in its vehicles and the retail environment.
“The big catalyst of change is now the digital environment,” said Ian Robertson, BMW board member for sales and marketing. “From customer behavior into the retail environment, we will step it up.”
Robertson said new consumer programs will focus on service and making it more seamless. In vehicles, improved connectivity and even autonomous driving “will weave itself into all of our next architectures,” he said in an interview at the auto show here.
“You also have this external world of digitization and how that plays out in the vehicle and what the vehicle becomes capable of -- elements such as artificial intelligence.”
Experiences at Google, which is testing an autonomous vehicle, raise the question of, “Is your car going to learn?” he said.