BMW Group Financial Services Creates "The Ultimate Drive" Mobile App – Provides Social and Mobile Experience for Customers and Gamers Alike

Industry-First in Social Navigation Leverages New Communication Channels for BMW Group Financial Services Customers While Driving Brand Loyalty

Woodcliff Lake, NJ – August 10, 2011 – The age of "gamification" has come, and BMW Group Financial Services is bringing this social nuance to its customer base of nearly one million individuals. Beginning with the development of a new and unique mobile and social experience, "The Ultimate Drive" is a social navigation mobile app that allows users to not only discover the best roads to drive in over 50 countries, but to rank, comment and share those roads via Facebook, email or other GPS devices. Future versions will integrate the ability for BMW Group Financial Service customers to gain points and achieve high rankings. As the first automotive channel, and specifically captive finance organization, to create a branded social navigation tool, BMW Group Financial Services defines itself as a consistent touch point with customers, through an engaging and interactive means.

"As a company, we pride ourselves on our ongoing uses of technology to build stronger relationships with our customers," said Ed Robinson, President and CEO for BMW Group Financial Services. "Not only does ‘The Ultimate Drive’ app allow us to broaden our awareness as an organization to a vast audience, but more so, it provides us the ability to nurture a two-way dialogue with our customers in an engaging way."

According to Pawan Murthy, General Manager of Online Business for BMW Group Financial Services, "The Ultimate Drive" is an example of how a captive financial services company can use mobile and social strategies as a consistent touch point to customers while fostering a connection with BMW vehicles and the global BMW brand.

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