People have always been the focus of the BMW Group’s thinking and actions. Their personal mobility wishes and needs provide the company with both the motivation and the benchmark for tailoring its offering to each individual. In this way, mobility becomes a very personal experience and therefore something special. This applied in the past, applies today – and will apply even more in the future.
However, the different aspects of personalisation will become more diverse and extensive. Today, for example, vehicle individualisation generally means selecting individual parameters on a modular basis from a virtually endless number of choices. Only the most exclusive offerings, such as bespoke by Rolls-Royce, create one-of-a-kind pieces built exactly to customer specifications. Progress in production processes and materials will enable customers to become much more involved in designing products and even allow them to create designs never produced before. This represents a paradigm shift from selection to individualised design.
Just as important is the progress in personalisation in the digital sector. Up until now, the customer adjusted certain parameters that he or she was allowed to manipulate. In the future, customers will be able to select digital functions themselves as a first step and then have the desired data transferred to these. Artificial intelligence will then determine the best-possible combination of functions, along with the preferred settings and operating profile. Interaction is another field that will be tailored much more towards people’s needs. Customers select which channel they want to use for interaction (touch, facial expression, gesture, voice) and how they want to communicate with that channel.
The more they use their car, the more the vehicle learns and is able to respond more precisely to their needs. The resulting user profile can then easily be transferred to other vehicles as a next step. This also means that the perceived boundary between ownership and usage becomes blurred, because the customer feels like they are getting into “their” car even in a car-sharing vehicle. However, personalisation is not restricted to interaction between driver and car, but also extends to mobility multimodality. If the customer would rather switch to a different mode of transport in certain situations, the system will learn and make the appropriate recommendations in a way that is completely flexible, depending on the situation and personal preferences. In this way, mobility in the extended sense becomes an exciting personal experience.