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BMW - Improving sales conversion using Generative AI

  • Aug 25, 2025
  • Case study

GoCrackIt Originals: Current Business

Problem Case ID: GCICBP| GenAI + Automotive + Sales | 199 | 06th Feb 2024

One of the best-known names in the automotive industry, BMW Group has been providing  premium driving experiences to millions of customers since 1916. Always at the forefront of  innovation, it manufacturers luxury vehicles including BMW, MINI, and Rolls-Royce.  

In its more than 100-year history it hasn’t stood still. And today, as automotive manufacturers  become technology-driven innovators, it continues to lead the way. Electro-mobility, digitalisation  and circularity are at the forefront of what their strategy. 

Jim , The Sales head of BMW was looking at the sales growth of last quarter. He could see that 1 while there are a lot of queries made on different outlets, however the sales conversion is still a  challenge. 

The reason, what he understood is that, lies at the complexity of providing correct information to  the potential customer. As one of the regional sales head put it: 

“…..imagine a BMW customer walks into a dealership, ready to buy their dream car but not  prepared to make lots of decisions. Between the paint, tech, interiors and accessories, there are  nearly 10 million possible configurations. Each variable has its own set of rules, which means some  features aren’t compatible………….This takes a lot of time and negatively affect the customer  experience and sales conversion…” 

To resolve this issue, they have to turn their vast enterprise data into knowledge that also entails  sharing deep subject matter expertise between many people, systems, regions and sources. This  training process can take a considerable amount of time—days, weeks or even months. The sample  of data is as below :2 

1 Fictitious Name, just for creating the case 

2 Sample data just for reference, not actual data 

©2024 This case is written by Alok Shrivastava, Co-Founder (GoCrackIt) as the basis for class discussion &  education rather than to illustrate either effective or in effective handling of any entity/ management. This  case can not be copied and circulated without the explicit permission of GoCrackIt.

On the wake of it, Jim faces a critical decision: Should BMW North America invest in the  generative AI platform to streamline the data-to-knowledge process, or should they invest in more  sales training.

This decision involves evaluating the potential return on investment, the impact on sales efficiency,  and the overall customer experience. 

But at the same time, will BMW be able to leverage the power Generative AI?  

How can it ensure the accuracy of insights?  

How will they structure their systems & Generative AI models to get right insights for right context  from the vast unstructured historical knowledge base of the BMW sales processes and people? 

©2024 This case is written by Alok Shrivastava, Co-Founder (GoCrackIt) as the basis for class discussion &  education rather than to illustrate either effective or in effective handling of any entity/ management. This  case can not be copied and circulated without the explicit permission of GoCrackIt.

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