Industry-First in Social Navigation Leverages New Communication Channels for BMW 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 1 million individuals. Beginning with the advance of a brand new and unique mobile and social experience, “Without equal Drive,” is a social navigation mobile app that enables users not to only discover the proper 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 flexibility for BMW Financial Service customers to achieve points and accomplish high rankings. Because 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 attractive and interactive means.
“As a firm, we pride ourselves on our ongoing uses of technology to construct stronger relationships with our customers,” said Ed Robinson, President and CEO for BMW Group Financial Services. “Not just does ‘The Ultimate Drive’ app let us broaden our awareness as a company to an unlimited audience, but more so, it provides us the flexibility to nurture a two-way dialogue with our customers in a fascinating way.”
In step with Pawan Murthy, General Manager of Online Business for BMW Group Financial Services, “The final word Drive” is an example of the way a captive financial services company can use mobile and social strategies as a consistent touch-point to customers while fostering a reference to BMW vehicles and the worldwide BMW brand.
“A social app succeeds when it forms a community of users with similar interests. A mobile app succeeds when it shrinks that enormous community into something local and familiar,” said Murthy. “Within a couple of seconds of opening the app, ‘The Ultimate Drive’ connects you to compelling enthusiasts who’ve discovered great roads on your neighborhood – roads you have got overlooked. Sharing that joy of discovery is why we’re desperate to launch this app to everyone.”
San Francisco-based software and technology firm, SocialNav, Inc., developed the technology that powers “The final word Drive”. “We’ve found that the success of applications like ‘The Ultimate Drive’ is built on organic growth amongst friends and enthusiasts with similar profiles,” said Daniel Pifko, CEO and Co-Founding father of SocialNav. “BMW Financial Services is an outstanding partner as it is on the forefront of using smartphones to enhance the driving experience. We’re inquisitive about the connection and feature great ideas for most more things to come back.”
While utilizing the newest in navigation technology, “Without equal Drive” still remains simple in nature and nearly effortless to take advantage of to its full potential – after downloading the app, the user allows the app find their location after which it displays the stretches of road which others have contributed because the best ones within the area. Conversely, when the user has generated their very own favorite stretch, it’s as easy as three taps to share via email or Facebook or send to one’s favorite GPS device or app.
“The final word Drive” is offered for both iOS and Android devices. It may be downloaded without charge from Apple’s App Store and the Android Marketplace and is supposed to broaden the social community around driving.
BMW Group Financial Services is currently developing similar versions for its MINI Motoring and BMW Motorrad brands, and should be extending all applications for its financial service customers inside the near future.
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