Another year ends and it’s time to draw the threads of the past one. Like what happened at the SpecialMente Dinner 2023 in which BMW wanted to reiterate its commitment to sustainability and “close another extraordinary year in terms of commercial results and quality performance”. This, for example, through the BMW iX2 right in the name of sustainabilityas told by the CEO Massimiliano Di Silvestre.
The CEO of BMW Italy, Massimiliano Di Silvestre
BMW 2023: mobility and retail of the future with the iX2
The innovative and customer-oriented approach has always characterized BMW and the brands of the BMW Group (MINI and Rolls-Royce). The vision of the mobility of the future of BMW is clearly outlined in the words of Massimiliano Di Silvestre: electric, digital and circular. The declaration underlines a commitment to sustainabilityrecognizing the need to reduce environmental impact through decarbonisation
However, it is necessary to recognize the current transformation and transition phase, underlining the need to be pragmatic and non-dogmatic regarding forms of mobility. BMW invests both in the efficiency of thermal engines and in hybrids and electric vehicles. The company adds a fifth pillar to its offering with the BMW iX5 Hydrogenproposing a possible mobility alternative in the next decade:
“This year, we added the fifth pillar with the presentation of the BMW iX5 Hydrogen with a range of over 500km and charging times of 4-6 minutes”
Regarding retail, BMW highlights a significant change for MINI from 2024, becoming a pilot market for the entire BMW Group for the agency model. What is the goal? “The objective of this realignment is to ensure a fully sustainable, successful and profitable business for the BMW Group and the network in the long term,” says CEO Massimiliano Di Silvestre.
BMW Group Italia, therefore, looks to the future of mobility with an electric, digital and circular approach, seeking innovative solutions such as hydrogen in the name of sustainabilityafter submitting the BMW iX2. The retail strategy aims for greater efficiency and sustainability, with a new agency model for MINI.
BMW’s customer focus
The innovative and customer-oriented approach also characterizes the communication strategy of BMWboth in the context of retail sales and corporate social responsibility activities.
And the strategy, as Massimiliano Di Silvestre explains, is strongly oriented towards relationships and the creation of a community. The opening of the new one House of BMW in via Monte Napoleone 12 is presented as a turning point in the initial project, aiming to gather a strong community in the city center and to be recognized as a lifestyle brand in the fashion quadrilateral:
“It has characterized us in a distinctive and unique way, both towards the parent company and the Italian market and not just Milan.”
The customer experience dimension is central, as demonstrated by the transformation of the headquarters of BMW Roma in via Salaria. The aim is to create warm and welcoming places, similar to a fashion showroom, rather than a traditional premium car dealership. Which reflects the philosophy of offering a unique and memorable experience that combines the digital and the real in the customer journey.
The communication campaign also extends to the digital world, with innovative collaborations with influencers such as Chiara Ferragni and Lil Miquela. The campaign with Chiara Ferragni, focused on overcoming prejudices, is presented as a success in terms of visibility and impact on business, helping to position BMW as leader in electric mobility.
All this also translates into the sales network, with the change to the MINI agency model starting from 2024 already mentioned.
Source: bmw.it
What is BMW’s SpecialMente project?
Il SpecialMente project it is an initiative of sustainability and social responsibility business promoted by BMW Italia. Through the House of BMW in via Monte Napoleone 12, the project has marked significant growth.
Massimiliano Di Silvestre recognizes the project as a “game changer” that has distinctly characterized BMW Italy towards the parent company and the Italian market, not limiting itself to the Milanese reality alone. The positive impact of the project is reflected not only in the relationships built, but also in the impressive numbers: “Over 120 activities carried out and almost 100 thousand people came into contact with the brand in 8 months.”
The numerous initiatives include sports inclusion projects, support for people with disabilities, cultural and humanitarian initiatives. The text describes a wide range of activities, from support for the Paralympic bowls to collaboration with Save The Children to support the populations affected by the floods in Emilia Romagna. These initiatives show the ongoing commitment of BMW Italy in creating shared social value and contributing positively to the society in which it operates.
BMW iX2 in the name of sustainability
The BMW iX2 is the new proposal in the panorama of sustainable mobility offered by the German car manufacturer. With a modern and athletic design, this compact, fully electric vehicle combines elegance with dynamic performance, offering an engaging driving experience.
The iX2 it is powered by an advanced propulsion system, ensuring remarkable autonomy and agile performance thanks to immediate electric traction. Intelligent connectivity and advanced driver assistance systems underline the commitment of BMW in integrating cutting-edge technologies for safer and more connected driving.
In addition to dynamic performance, the BMW iX2 represents a concrete step towards environmental sustainabilityhelping to reduce carbon emissions with its fully electric powertrain.
The BMW iX2therefore, embodies the evolution of the vision of BMW on the mobility of the future, offering a mix of eye-catching design, cutting-edge technology and a tangible commitment to one more sustainable driving.