BMW Motorrad "Global Dealer Academy"

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Conceptualisation of a training program for the global dealership organization

BMW Motorrad stands for quality down to the smallest detail – from the sale of the motorcycle to the repair, the company guarantees first-class standards and thus ensures riding enjoyment and a positive customer experience. In order to establish long-term and global standards for customer experience, BMW Motorrad decided to set up a global academy for dealers together with UNITY. This is because the dealers and the individual qualifications of their employees have a significant impact on customer satisfaction.

The central task of the academy is to provide employees with an individual training program that offers them opportunities for personal development while making efficient use of training resources. To this end, the current global training situation was first analyzed collaboratively, and target group-specific needs were identified in selected markets. Based on the findings, the academy‘s range of services and target group-specific learner journeys were defined. For the global roll-out, the concept was first tested in an initial pilot market and then refined further. To ensure the scalability of the concept and the success of the academy, steering structures were also introduced in the form of a KPI-based governance model. In cooperation with UNITY, the academy is to be established in other markets in the future and will thus scale the concept globally. 

Global academy concept for 16 markets

Succesful piloting in an international market with 21 dealers

Specific and efficient enablement offerings for 4 positions

"UNITY‘s experience was crucial for BMW Motorrad to successfully design and pilot the global dealer academy. Thanks to UNITY’s well-founded approach, we can realize our vision to innovatively enable dealership employees worldwide. UNITY created a clear path for the sustainable implementation of the academy and acted as a valuable partner in its realization.”

Henning Putzke

Head of Customer Care, Retail Business Development

BMW Motorrad

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Melissa Bülling


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MBS Prof. Dr. Hans H. Jung


Munich, Germany
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Senior Team Leader, Senior Manager

Munich, Germany
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Magnus Meier

Partner, Head of Business Area

Munich/Stuttgart, Germany
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Arne Sierk

Head of Business Transformation & Enablement

Hamburg, Germany
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