The BMW Group is reshaping its customer journey and sales operations through the implementation of a direct sales model in Europe. Built on entirely new processes, systems, and data foundations, this approach enables seamless end-to-end visibility across sales, finance, and production – powered by Celonis Object-Centric Process Mining (OCPM). By leveraging a digital twin of the sales process, BMW Group gains deep insights into every step of the customer experience, while the process intelligence graph helps driving operational excellence across the organization.