BMW Group

Salesforce: LLMs reshape automotive product search

In an interview, Jessica Geutner (Vice President Strategic Customers, Salesforce) discusses how large language models (LLMs) are changing product search in the automotive sector and shifting responsibilities for OEMs and dealers. She argues that manufacturers must be discoverable within LLM-driven systems and connect those AI-initiated journeys into their CRM, sales and dealer processes. Geutner emphasizes that probabilistic generative AI cannot replace deterministically collected, consented customer data and that consent management and integrated data infrastructures are critical. Salesforce cites work with the Volkswagen Group to centralize customer data as an example of improved service efficiency.

Energy Crisis, War, Climate Change Reshape Auto Marketing

MEEDIA's dossier examines how recent macro shocks — an energy-price shock linked to the Iran war, geopolitical tensions and climate change — are changing automotive marketing. The EV market is being pushed by rising energy prices while Chinese manufacturers gain share through aggressive pricing and new communication styles. Industry players cited include Waymo (autonomy), BYD (affordable EVs), and Xpeng (expansion in Germany). Salesforce's Jessica Geutner highlights progress in digitalization and the creation of first‑party data for personalised marketing. New business models such as salary-conversion vehicle financing (compared to Jobrad) and in-car advertising (e.g., BMW’s Spider‑Man campaign) are introducing both opportunities and acceptance/privacy challenges for advertisers, OEMs, publishers and agencies.

BMW In-Car Ads Test Brands and Users

A Horizont commentary by Florian Brill (Vice President Sales Europe, Affinity Global) discusses recent headlines after BMW displayed advertising for the new Spider-Man film on the control displays of certain vehicle models. Brill argues that in-car advertising is no longer taboo but is a sensitive environment because vehicles are seen as private retreats; therefore such inventory requires careful handling and brand sensitivity. The piece frames in-car ads as a stress test for both brands and users and highlights reputational and user-experience risks for advertisers and OEMs exploring vehicle-based ad inventory.