Accelerating Customer-Centric Digital Transformation

LingYue Digital Information Technology Co., Ltd. Officially Inaugurated

(Beijing) On June 12th, 2019, LingYue Digital Information Technology Co., Ltd.. (hereinafter referred to as "LingYue") was officially opened in Beijing, thereby accelerating BMW's customer-centric digital transformation. LingYue was incorporated in January 2019. As the first independent digital company within BMW Group worldwide, LingYue reflects BMW's full commitment to drive innovation and customer-centricity in the digital era. Ms. Alice Mei is appointed President and CEO of LingYue, taking full overall responsibility for operation and management of the new company.

“BMW Group is becoming increasingly customer-oriented, with a clear focus on customer engagement and promoting continuous innovation in the key future mobility areas of A.C.E.S. LingYue was established to drive BMW Group’s customer-centricity and lead the BMW brand’s digital transformation in China. We are committed to providing digital solutions and services that enable seamless and exclusive online-to-offline user experiences for BMW Group customers in China,” said Ms. Alice Mei.

As a data service provider and innovation incubator, LingYue will have an important role to play in BMW Group’s continued growth and value creation in China. The company is focused on spearheading BMW’s digital transformation in marketing, sales management and customer lifecycle management in the Chinese market. Its business includes developing and deploying digital solutions, big data solutions, CRM, E-commerce, and digital marketing services. Additionally, LingYue is collaborating with partners and third parties to offer value-added services to BMW Group customers and service users, and deliver coaching and supporting services that facilitate digital transformation at BMW Group dealerships. LingYue is in sync with BMW Group business functions to ensure consistency of premium brand experiences across sales channels and customer touchpoints.

In April of 2021, LingYue Nanjing Branch launched. The BMW Business IT Hub in Nanjing, Leveraging state-of the-art technology and highly agile delivery models, the DevOps-Teams will work hand-in-hand with IT teams at BMW Brilliance Automotive and BMW China, thus supporting, accelerating and extending their internal IT delivery capabilities.

The automotive industry is undergoing unprecedented change, with rapid and successful digital transformation set to be decisive for automotive manufacturers looking to gain a competitive advantage in the future. Guided by Strategy NUMBER ONE > NEXT, BMW Group is proactively deepening digitalization, driving innovation, investing in the future and constantly upgrading its premium personal mobility services. LingYue not only benefits from the strength and experience of BMW Group, but also the flexibility of a start-up company to react quickly to new market conditions and changing customer needs. With data-driven decision-making principles, a fast and agile operational model and efficient resource management, LingYue empowers its associates to innovate, grow and realise their potential. Its culture brings together talents with a broad range of skillsets, experiences and backgrounds. Through this integration of business and IT talents within a unique environment, LingYue ensures fast iteration in software development and rapid business process transformation. BMW is committed to implementing customer-centric digital transformation, concentrating on offering customers more convenient, customized and high-quality services and better user experiences.