BMW Points and eDrive Zones: Digital engagement to drive electromobility adoption

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A unique rewards program that encourages customers to choose electric and hybrid mobility.

Image Copyright: BMW Group

the story

The shift towards electromobility or e-mobility is in full swing today. Premium automobile manufacturers have incorporated and even expanded their electric vehicle portfolios. One of the world's largest premium automakers, the BMW Group has always been one step ahead in vehicle design, technology, and electric/hybrid mobility. Besides an attractive series of sedans and SUVs, the BMW Group offers an exclusive range of electric cars and plug-in hybrids. There are over 1million rechargeable BMW Group cars in use worldwide today. The BMW Group is a frontrunner in promoting the use of a greener fleet of vehicles. They chose Nagarro to help engineer a digital platform to influence and further boost the adoption of electric vehicles among customers.

BMW Points and eDrive Zones. The first e-mobility reward program

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challenge

The automaker observed a muted uptake of electric driving amongst electric vehicle customers. A trend like that could deter efforts to contain vehicular CO2 emissions. Their goal was to bridge the gap between the number of electric vehicles on the road and their contribution towards reduced carbon emissions.

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process

Nagarro co-created a digital solution that rewards customers that ‘go electric’ by offering them monetary incentives. The solution is comprised of a green wallet. It integrates with several enterprise systems related to vehicle tracking, status, mobility, on-demand services, and accounting systems to offer unique ways to earn and redeem points. The customers are rewarded when they charge their vehicles and are entered into the Monthly Challenge Reward competition.

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outcome

The mobile solution promises to inspire plug-in hybrid vehicle customers across the EU to use and charge their vehicles regularly. It strengthens the automaker’s positioning as a pioneer in electric mobility and accelerates its journey towards achieving EU’s sustainability targets for the automotive industry.