AirConsole
Pilot to millions of BMWs
In-car gaming went from Startup Garage pilot to a feature shipping in millions of BMW vehicles.
Source: press.bmwgroup.com
Venture client unit · Automotive
BMW
BMW Startup Garage
Munich, Germany
About BMW
BMW Group: premium mobility across BMW, MINI, Rolls-Royce and BMW Motorrad, with a global production network.
Source: bmwstartupgarage.com
How BMW works with startups
The Startup Garage calls itself the world’s first venture client unit, founded 2015, and a decade in the numbers back it up: 6,000+ startups assessed, 280+ pilots in 26 countries, 38+ startups became BMW suppliers, and over half of alumni secured paid follow-up projects. Startups keep their IP, get an official supplier number and a purchase order, and the first evaluation takes 4 to 8 weeks.
Source: bmwstartupgarage.com
Reported program details
- Since 2015
- 280+ pilots
- Purchase order and supplier number
- First answer in 4 to 8 weeks
Reported figures and terms may describe an earlier period. Confirm current availability with the team.
How to approach the team
- Discover
- Assess (4-8 weeks)
- Purchase: supplier number + PO
- Proof of Concept
- Long-term partnership
Source: bmwstartupgarage.com
Areas of interest
- Automated driving validation tooling
- Sustainable materials
- Manufacturing innovation
Open calls
360° Sustainability Challenge: winners announced at IAA Mobility, September 2026
Check current availability ↗Selected startup collaborations
Embotech
Vehicles park themselves in production
Automated vehicle marshalling moved from pilot to production: finished cars drive themselves through the plant.
Source: press.bmwgroup.com
Cavai · Dece
Interactive quiz ad drove 170,000 actions
BMW's interactive Christmas quiz ad generated 170,000 in-ad actions with an 80% completion rate among users who opened it.
Source: cavai.com
Messengerpeople · 2025
WhatsApp chatbot resolves 80% of BMW service…
WhatsApp chatbot resolves 80% of BMW service inquiries, handling ~4,000 daily interactions with immediate status updates
Source: www.messengerpeople.com
These are selected publicly described collaborations, not a complete procurement record or a measure of spending.
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