Chatbot For Automotive Industry: BMW Virtual Assistant Project

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In a short time, webpage visitors and users of the Yandex smart speaker would be able to choose a BMW model and schedule a test drive using a chatbot.

Nanosemantics Lab has developed a virtual assistant for BMW Group Russia. Chatbot is already operating on a social network VKontakte and will soon be released on the company’s Russian website, Facebook Messenger as well as for Yandex.Alice voice assistant’s special skill platform.

BMW chatbot communicates with clients in a natural language and assists them with navigating through the model range, trim, specifications, prices and available options. It will also provide an explanation for available options to the less experienced motorists. For instance, it will describe what distance control alarm or driving assistant are.


Caption: A dialog window for the official BMW Russia website.

A dialog window will help address a chatbot streamlines user navigation in searching for cars and the nearest dealerships. In addition to that, it is possible to make an appointment for a test drive of a selected model or place a request for a commercial proposal.


Caption: Making an appointment for a BMW X5 test drive in Tula dealership.

The BMW chatbot can also sign a person up for a newsletter and will suggest a relevant special offer to users who left the website and have returned later. BMW Group Russia strives to use the most modern communication methods to provide its clients with the most convenient and quick access to the information about the company and its products. In the company’s view, a chatbot for car business is one of those methods.

According to SimilarWeb, the Russian website of BMW Group has grown from 0.5 to 1.3 million visitors every month. Client support service gets over 100 requests per day, ranging from car purchase to advice on operation of the cars. The company states that it plans to further develop the new format of client communication. To this end, a new project group has been assembled from employees of various departments.

BMW chatbot is not the first Nanosemantics project in automotive industry. In 2013, the company has developed a chatbot for a promotional website of another US automobile brand – Ford Kugo. During its interaction with the potential customers, the chatbot described its own specifications and advantages, handled website navigation and made appointments for test drives and car purchases.

In the first two months of its operation, chatbot has received 347,893 questions. The fact that 28.6% of clients who has made a purchase have interacted with a chatbot prior to that signifies success of the project.

“Chatbots are a feasible solution that may be introduced not only to the banks or online stores, but to the automotive industry as well. Chatbots allow the automation of majority of client interaction, attract and retain client attention, reach a new audience and achieve high results in the client service field”, – says Stanislav Ashmanov, Nanosemantics Lab CEO, on the project with BMW Group Russia.