Tutorial C4

A European View of the Servitization: The BMW DriveNow Case Team Members (from left to right): Camille Bruzeau, Arnaud Saint-Georges, Eleonore Vagh Weinmann, Mathias De Campos & Paul Can

In 2011, Sixt AG and BMW joined forces to create the "DriveNow" car- sharing service, which provides high-quality service to individuals. Created in Munich, DriveNow is the first car sharing concept to focus on premium economy vehicles with a full service, which has allowed it to experience a real success since its inception. BMW DriveNow allows customers to drive a quality car at very attractive rates and with maximum freedom. BMW's Drive now system allows occasional use of a car without the constraints of possession, if the customer does not have to worry about any insurance, vehicle maintenance or even the Parking of the car. The company takes care of everything. Our consulting team, comprising 5 people, worked to understand the expectations of the consumer, in order to analyze the different and multiple opportunities of the results. To this end, we have developed a questionnaire of 25 questions, targeting the consumer, explaining firstly what the term servitization means and targeting the consumer to analyze the results via software in order to demonstrate the advantages and opportunities of servitization of BMW Drive Now.