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In the scramble to stay relevant to digital natives more interested in smartphones than cars, automakers must be prepared to take more risks when positioning their brands and not shy away from edgy subject matter, a top BMW executive said.

Speaking to attendees at the Automotive News Europe Congress here, Hildegard Wortmann said it was not technological developments or regulatory issues that are pushing the current transformation in the industry, but changing customer tastes. Therefore, brands had little choice but to change with them.



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BMW Says It Has To Take More Risks If It Wants To Capture The Millennial Car Buyer

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