"Our main goal was not to only get a score. We wanted the high-level management and business units to be on the same page during our digital transformation journey. Digitopia has made a great contribution to the unification of these two sides. In all six sessions, we had various discussions looking into the next two years from today."
Who is Borusan Otomotiv Group?
Borusan Otomotiv Group includes six companies and serves in the premium automobile segment.
Borusan Otomotiv Group, a partnership of Borusan Holding and Giwa Holding operating in Germany, has been the distributor of BMW since 1984 and in 1992, BMW Motorrad, the favorite of motorcycle enthusiasts, in 1998, Land Rover, the manufacturer of the best 4x4 vehicles, in 1999. The brand range was completed with the participation of MINI, which also made a difference in the small car segment, and lastly, Jaguar, which represents the combination of luxury, comfort and performance in 2014.
Borusan Otomotive Group has been serving as the distributor of BMW, MINI and BMW Motorrad, Jaguar and Land Rover brands for more than 35 years.
Project Background
In Aslı de Munnink’s own words…
At Borusan Otomotiv Group, digital transformation started in 2017. I joined Borusan in 2018, and I am the first CDO of the company and in the group companies as a whole. As you can imagine, digital transformation necessitates a great amount of effort for a group firm of six companies. At the beginning of our initiatives, Information Technologies were the main priority in digital transformation. However, in 2018 we shifted it to another level. To differantiate ourself in the market, we focused on digital transformation in customer experience.
I wanted to get our digital maturity score measured when I first joined the company. However, we preferred to focus on other priorities at that time. One of the main reasons was some of the projects had already started and we needed to see some solid results. Also, we have high level goals in the digital team, that ‘s why we didnt want to create digital fatigue between the business units and the board.
When 2019 arrived, our priorities had changed and we focused on investing in technology. To strengthen the technological infrastructure we completed major changes and considered our customer experience goals. During that time, we built our digital strategy and data strategies.
2020 was the game changer for everyone. Digitalization became faster than ever, and our company was no exception. Our primary focus was how to use artifical intellegince and machine learning in data analytics. With the global pandemic, we have also taken a step towards real-time data management. And finally, end of 2020 is the right time to know our Digital Maturity Score.
Why Digitopia, Why DMI?
We made a very careful selection. We chose Digitopia among many alternative companies. First, we needed to see where we were in the local market at the first place, then in the globe. Second, the consulting company must guarentee an independent, holistic, and end-to-end service. We required an evaluation within these 6 dimensions; Governance, Customer, People, Innovation, Marketing, and Technology, which Digitopia includes in their methodology. Digitopia was the only one to answer all of these prerequisites.