BMW Takes Another Step Toward Being a Mobility Company


  • Embark

    Embark

    BMW is thinking in terms of "mobility," even if it means helping consumers with mass transit. | November 14, 2012

Just the Facts:
  • BMW continues to reposition itself as a "mobility" company with an announcement on Tuesday that it is investing in the mobile technology company Embark that helps consumers navigate mass transit.
  • BMW i Ventures invested in a mass transit app called Embark that makes it easier to get around cities using mass transit.
  • The application for iOS and Android makes navigating mass transit easier by providing arrival times and sending push notifications if there is a delay.

NEW YORK — BMW continues to reposition itself as a "mobility" company with an announcement on Tuesday that it is investing in the mobile technology company Embark that helps consumers navigate mass transit.

BMW i Ventures invested in a mass transit app called Embark that makes it easier to get around cities using mass transit.

The application for iOS and Android makes navigating mass transit easier by providing arrival times and sending push notifications if there is a delay.

More than half a million people use the free iOS and Android applications, which are available for 12 major transportation systems in the U.S. and U.K.

Although mass transit and car companies typically butt heads, BMW Group sees this endeavor as an opportunity to increase the "freedom of individual mobility through innovative mobility services."

BMW i Ventures has already expressed this ideology by investing in MyCityWay, ParkAtMyHouse and Chargepoint, creating a nearly all-encompassing mobility service provider set for the Bavarian automaker under its sub-brand BMW i.

"BMW and Embark share a common vision for mobility in big cities," said Ulrich Quay, BMW i Ventures managing director, in a statement. "BMW Ventures' investment in Embark will help our two innovative companies explore ways to work together in the coming years, especially in the area of intermodal mobility."

Edmunds says: The smartest automakers are thinking in terms of mobility — which goes way beyond just selling you a car.

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