How to (E-)Drive Innovation
summary
BMW creates BMW i as an internal startup (2007) that builds electric models (i3, i8) from carbon fiber with a sustainable value chain and launches the brand two years before cars hit roads. Marketing yields 1.3 million Facebook fans pre-release and only 16% are prior BMW customers. Mobility services include DriveNow with 300,000 registered users, BMW Ventures investments (ParkAtMyHouse) and connected car features; limited autonomy exists but legal rules force driver responsibility (hands back on wheel within ~10 seconds).
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chapters (16)
- 0:00BMW’s electric reinvention
- 1:04Mastermind behind BMW’s innovation
- 3:11Product management shaping BMW’s future
- 4:56Tech impact on automotive demands
- 5:58BMWi as internal startup
- 7:24BMWi launch social media success
- 8:50BMWi revolution in automotive
- 10:37Q&A: Tesla and Google challenges
- 13:27Young drivers and car ownership
- 15:33Bridging BMW’s legacy
- 16:55Global mobility needs
- 18:40Adapting cars for urban traffic
- 20:23Q&A: Autonomous driving trends
- 22:31Driving pleasure vs smart mobility
- 24:39Q&A: Traffic jam solutions
- 25:43Marketing BMWi’s emotional appeal
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