BMW Group

Dealership Marketing at Scale

BMW Group logo featured in a case study showcasing dealership marketing transformation, brand consistency, and data-driven customer engagement led by Adeeb Khan.
Interior of the BMW X6 M Competition, a sample of premium marketing content available for BMW Group dealerships.

Led the enablement of a transformative self-serve dealership marketing platform for BMW Group, equipping dealerships to create on-demand, on-brand, localised, and personalised marketing assets, reaching 15 million potential and existing customers.

Challenge

As the automotive industry continues to face disruption fuelled by the rise of electric vehicles (EVs) and technology advancements consumer needs are continually adapting for a cohesive technology, environmentally conscious, and premium driving experience.

To remain competitive automotive brands in todays changing world needs to strengthen their brand presence, and to communicate their own innovations which requires the automotive company and dealerships to sychronise and unified marketing message locally and globally.

For BMW Group, this required rethinking dealership marketing globally.

Off-Brand Dealership Marketing

Dealerships were independently creating local marketing assets based on BMW’s broad brand guidelines, often leading to brand dilution across regions.

This inconsistency challenged BMW’s ability to deliver a cohesive marketing strategy across all customer touchpoints, from digital campaigns to in-store displays, both globally and locally.

Dealership Resource Constraints

While dealerships were proactively investing in local design resources, achieving global standards with impactful messaging and best practices often strained their ability to confidently meet sales, customer engagement, and after-sales targets.

This decentralised approach also fragmenting BMW’s brand consistency at the group level.

Lack of Advanced Tools

Dealerships lacked access to best-in-class tools and platforms necessary to deliver targeted, personalised, and automated digital marketing campaigns, limiting their ability to effectively engage and retain customers.

Competencies & Technologies

Skills & Expertise

Strategic, leadership and technical competencies applied to this engagement.

  • Cybersecurity
    • Single Sign On (SSO)
  • Data & Insights
    • Business Intelligence (BI)
    • Data Analytics & Insights
  • Experience Design
    • A/B Testing
    • Feedback Loops
    • Interaction Design (IxD)
    • Journey Mapping
    • Persona Development
    • Prototyping & Wireframing
    • User Research
  • Operations & Process Optimisation
    • Agile Methodologies
    • Continuous Improvement
    • Digital & Collaboration Tools
    • Kanban
    • Lean
    • Process Optimisation & Efficiency
    • Project Management
    • Resource & Capacity Planning
    • Workflow Automation
  • Sales & Marketing
    • Account Management
    • Brand Management
    • Content Marketing
    • Digital Marketing (SEO, Social Media, Email, PPC)
    • Lead Generation
    • Marketing Strategy
  • Strategy & Product Management
    • Digital Transformation
    • Innovation
    • Lean Canvas
    • OKRs & KPIs
    • Problem Statement
    • Product Feature/Enabler Tree
    • Product Lifecycle Management
    • Product Strategy
    • Release Planning
    • Strategic Partnerships & Alliances
    • Strategic Planning
    • Strategic Roadmap
    • Strategic Themes
    • Value Proposition Design
    • Vendor Management
    • Version Roadmap
Platforms & Systems

Platforms, systems, and technologies involved.

  • Atlassian Confluence
  • Atlassian Jira
  • Microservices
  • Microsoft 365
  • Microsoft PowerPoint
  • Microsoft SharePoint
  • Microsoft Teams
  • Microsoft Word
  • Mural
  • React
  • Slack
  • Storybook
  • Websites & Content Management Systems
  • Zendesk

Conclusion

This engagement led to the creation and rollout of a Dealer Marketing Platform, enabling dealerships to produce on-demand, on-brand, localised, and personalised marketing assets seamlessly aligned with BMW Group’s overarching marketing strategy.

It significantly enhanced the orchestration, production, and distribution of marketing campaigns as a unified voice, establishing a strong foundation for BMW Group’s future digital marketing capabilities and solidifying its leadership in the automotive industry.

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