The programme was created from the synergetic efforts of the BMW Group, facilitating an enriched lifestyle beyond driving for consumers.

BMW Group aimed to develop an app to enhance the car purchasing experience and provide long-term services after purchase, including after-sales support. The app was designed specifically for BMW owners, reflecting the premium experience of the BMW ecosystem. Key brand differentiators — futuristic, innovative, premium and responsible — guided the overall tone, activities and user experience of the loyalty programme.

Another important factor was delivering a state-of-the-art mobile experience tailored to the Chinese market. The app merges both Western and Chinese design influences to create a seamless and comprehensive user experience.