BMW’s Bet on Software: Evolution or Reinvention? | with Dr. Oliver Rumpf-Steppat of BMW
In this episode, Dr. Oliver Rumpf-Steppat from BMW North America joins Dr. John Heinlein, Chief Marketing Officer from Sonatus. We talk all about BMW in North America, Connected Drive, their new app store and much more
Chapters:
00:00 Overview
00:41 Meet Oliver Rumpf-Steppat
01:32 Oliver’s role at BMW NA
02:27 “Sheer Driving Pleasure”
03:29 BMW investment in software
05:10 BMW Connected Drive
06:28 Driver’s choice of engine type at BMW
08:47 ICE, EV and Hydrogen
09:35 EV driving experience
10:01 Connectivity in the US
12:29 Vehicle upgrades over time
13:28 Vehicles are not smartphones
14:45 BMW app store
16:45 Conclusion
Chapters:
00:00 Overview
00:41 Meet Oliver Rumpf-Steppat
01:32 Oliver’s role at BMW NA
02:27 “Sheer Driving Pleasure”
03:29 BMW investment in software
05:10 BMW Connected Drive
06:28 Driver’s choice of engine type at BMW
08:47 ICE, EV and Hydrogen
09:35 EV driving experience
10:01 Connectivity in the US
12:29 Vehicle upgrades over time
13:28 Vehicles are not smartphones
14:45 BMW app store
16:45 Conclusion
Creators and Guests
Host
John Heinlein, Ph.D.
An experienced technology and marketing leader, John brings his background from startups and established companies to Sonatus. He worked for 14 years at Arm, most recently leading Automotive Partnerships for North America where he engaged OEMs, Tier-1s, and others to deploy Arm-based solutions into automotive applications, including autonomous vehicles. His team was integral to launching the SOAFEE industry initiative for software-defined vehicles of which Sonatus is a member. Earlier he served as VP and Chief of Staff to the CEO and led a group responsible for competitive strategy. For three years, he was VP of Corporate Marketing where he led centralized outbound marketing, spanning marketing campaigns, press, events, web, digital marketing, ecosystem programs, and working closely with investor relations. Prior to Arm, John had an 11-year tenure at microprocessor startup Transmeta where he held several senior roles spanning business development, marketing, and customer success, among others. John earned his B.S. in Computer Engineering from Carnegie-Mellon University and an M.S. and Ph.D., both in Electrical Engineering, from Stanford University.