Alibaba to drive BMW’s digital strategy in China

By just-auto.com editorial team | 28 October 2020

BMW has reportedly signed a memorandum of understanding (MoU) with e-commerce giant Alibaba to help drive its digital strategy in the Chinese market.

Chinese media reports say the two companies will focus on the development of a comprehensive digital strategy covering online branding and marketing, digital services, end-to-end operations and information technology.

The German automaker said its partnership with Alibaba will help it digitalise its full business process, with dealers able to provide "end-to-end and online-to-offline digital experiences to their customers".

BMW Group Region China CEO Jochen Goller said Alibaba offers unique advantages in terms of digital technologies, mass customer platforms and channels that will help speed up the digital transformation of its full business process.

Customers will also be able to buy BMW and MINI-branded vehicles online through Alibaba's Taobao and Tmall platforms, access financial services and book test drives and car maintenance online. Alibaba will also make available other platforms including its Alipay online payment system and its AutoNavi navigation application.

Alibaba's vice-president Jing Jie said "BMW is becoming the first auto manufacturer to leverage the Alibaba Business Operating System. This system will help accelerate the digital operations across BMW's business segments, aiming to provide end-to-end customer-centric services throughout the product lifecycle and high-quality growth by expanding, connecting and serving customers in a more efficient way".