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BMW and China’s Alibaba have signed a Memorandum of Understanding (MoU) for a strategic partnership in Beijing. The two companies says they ‘will jointly launch the first online sales and services businesses engaging dealers among premium auto brands’ – to create an online-to-offline digital experience for Chinese customers. 

In addition, with the assistance of Alibaba’s membership system, BMW and MINI will launch brands’ membership services and marketing campaigns on Alibaba’s various online platforms, to enhance customer loyalty, increase their level of activity, and drive business growth.

Jochen Goller, President and CEO of BMW Group Region China says: “Cross industry collaboration and open innovation exchange are indispensable in accelerating the ongoing digital transformation of our company. As one of China’s leading tech enterprises, Alibaba has unique competencies in terms of digital technologies, large scale customer platforms and channels as well as targeted consumers operations. We are delighted to join hands to create holistic online-to-offline digital brand experiences for our Chinese consumers, and at the same time increase our portfolio of digital products and services.”

Jet Jing, Vice President of Alibaba Group and Secretary General of Enterprise Service for Alibaba Digital Economy, adds: “As one of the most innovative international premium automakers, BMW is an industry leader with outstanding products and services. Now BMW is once again at the forefront of digital transformation, becoming the first auto manufacturer to leverage Alibaba Business Operating System (ABOS). 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.”

In the future, BMW and Alibaba will work together with dealers to build BMW’s end-to-end operating system, aiming to provide customers with full-link service which integrates ‘car-viewing, car purchasing and car maintenance’ on the multiple platforms of Alibaba’s ecosystem, such as Taobao, Tmall, Alipay and Amap.

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