The challenge: balancing national brand strength with local dealership flexibility

BMW Japan faced a common challenge for National Sales Companies (NSCs): ensuring brand consistency across its dealership network while enabling local dealers to tailor messaging to their markets. Without the right tools, national campaigns risk being either too generic to resonate locally or too fragmented to maintain brand integrity.

"We needed to keep our premium brand consistent while allowing dealers to speak locally."
BMW Brand Management Division

Additionally, BMW Japan wanted to incentivize its dealers to use CRM systems more effectively, ensuring campaign data could flow back into the CRM to empower sales teams with actionable insights.

BMW Tokyo Bay dealership

The solution: implementing WEBSOLVE Reach

By implementing WEBSOLVE Reach, BMW Japan gained the ability to:

  • Create national campaigns that dealers could send locally.
  • Ensure brand consistency while allowing dealers to add their local 'sauce' (localized offers, event invitations, personalized messages).
  • Connect directly to the CRM, enabling advanced customer segmentation based on vehicle data, service history, and customer profiles.
  • Push campaign performance data back into the CRM, ensuring sales and marketing teams could use it to identify opportunities.
  • Encourage dealers to engage with their CRM more actively, as results became immediately actionable for follow-ups.

Results: driving engagement and operational efficiency

With WEBSOLVE Reach, BMW Japan enabled its dealers to:

Local relevance, brand-safe
Run CI-compliant templates that keep BMW's premium identity intact across the network.
Sharper targeting
Send offers based on ownership stage, service milestones, and purchase history.
Enhanced reporting
Track opens, clicks, and conversions across dealers in real time.
Less manual work
Automations free staff to focus on customer relationships.

The business impact: smarter marketing, stronger sales

  • Higher campaign performance: Increased open and conversion rates versus generic blasts.
  • Stronger dealer engagement: Dealers act on CRM insights to follow up based on campaign responses.
  • Improved customer satisfaction: Communications become more relevant and timely.
  • Consistent brand experience: Premium positioning reinforced across Japan with local flexibility.

Final thoughts

BMW Japan's implementation of WEBSOLVE Reach demonstrates how local adaptability, supported by NSC, can deliver measurable results for the BMW Group. By connecting marketing automation with CRM systems, dealers transformed campaign activity into actionable sales intelligence — turning brand consistency and local relevance from a balancing act into a growth engine.

"WEBSOLVE Reach helped us achieve a new level of marketing effectiveness across our network.
It's a tool we would recommend to any NSC looking to empower their dealers while protecting their brand."
Marketing Services and Customer Care
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