The latest issue of the Automotive News Europe monthly e-magazine is ready to view. This month's edition looks at the challenges facing BMW in its second century. These include keeping pace with rapid change during what is commonly called the Fourth Industrial Revolution, as well as battling a resurgent Mercedes-Benz, coping with slower China car sales and preparing for rising competition from tech juggernauts Google and Apple. Our cover story examines how BMW will tackle those challenges.
BMW later this month plans to unveil its updated business strategy, which will look at the needs of premium car buyer as far as 20 years into the future. Ian Robertson, the head of sales and marketing for the BMW brand and responsible for all sales channels across the group, shared his views on how the automaker will further improve its customers’ experience.