BMW / ChargeNow

Our client
BMW / ChargeNow
The challenge

Marketing the BMW i3, the BMWi brand and the associated ChargeNow charging services in the French market.

BMW launched in 2012 a comprehensive concept of sustainable mobility, BMW i. Its added value, in addition to the 100% electric vehicle, is based on a complete and innovative ecosystem of mobility services. These services include, for example, the ability to park and recharge in a public environment.

Backed by major programs for the deployment of electric mobility, the French market represented a major opportunity for our client, both in terms of vehicle sales and charging point service offers. However, the fragmentation of electromobility projects in France, the lack of information on the type of charging stations and the dominant presence of car-sharing projects for electric vehicles represented obstacles to this development. This project has since helped to bring together mobility services between Daimler and BMW to create the world's largest mobility joint venture with REACH NOW, LOAD NOW, FREE NOW, PARK NOW and SHARE NOW services.

Our solution

Tailor-made project management and partnership development support

With our experience and know-how in the implementation of electromobility projects in France and around the world, our strategic support proposal has focused on four dimensions :

  • a comprehensive market survey to locate and identify communicating charging stations that can be integrated into our client's mobility services in France;
  • identification of public and private operators of electric vehicle charging networks at the national level;
  • strategic support in the choice of partners and assistance in the negotiations
  • partnerships with operators of electric vehicle charging networks;
  • a complete description of the electromobility projects BMW could join to develop its visibility and its sales.

the creation of one of the most important networks of charging stations in the world

At the end of our mission, our client chose to focus its strategy on partnerships with charging operators in 23 French cities. It thus had 6,000 communicating charging stations.

The identified charging stations are now integrated into the mobility services ecosystem of BMW and directly available to their end-customers. This project is now known as the ChargeNow recharge service offering. The Charge Now Network now has nearly 100,000 charging stations worldwide.

In 2019, Charge Now is now part of the joint venture between BMW Group and Daimler AG, who both invested over € 1 billion in their mobility services joint venture, with five joint ventures: REACH NOW, CHARGE NOW, FREE NOW, PARK NOW, and SHARE NOW. These services already have around 60 million customers worldwide

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