Photo caption: Dr. Fahd Nawab, Vice President of SAP KSA
RIYADH, Saudi Arabia —10 November 2025 — Mohamed Yousuf Naghi Motors – BMW Group KSA, the official importer of BMW, Mini, Rolls Royce, and BMW Motorrad in Saudi Arabia, is redefining the automotive customer journey by harnessing the power of artificial intelligence and unified data to deliver highly personalized, omnichannel experiences.
As part of an ambitious digital transformation program, the company has implemented SAP technology to tackle a number of long-standing challenges, from siloed and disconnected data to limited engagement channels, and a lack of personalization.
For leading automotive brands, making the customer journey as personalized and frictionless as possible is essential to closing sales and promoting true loyalty. However, according to SAP Emarsys’s recent Global Consumer Products Engagement Report, only 36% of all consumer products marketers feel they can effectively personalize their marketing content and campaigns.
Working with experts from connected commerce agency hmmh, Mohamed Yousuf Naghi Motors (MYNM) has leveraged SAP’s Customer Data Platform (CDP) and SAP Emarsys customer engagement along with Sinch’s communications platform to drive smarter, more connected and more personalized car buying experiences for its customers.
MYNM had rich customer data, but they were unable to leverage it to create one-to-one dialogue with customers. The company first implemented SAP CDP to unify their first party customer data and back-end ERP data, creating a single view of the customer as an engine for detailed analytics and AI-driven engagement.
The SAP Emarsys customer engagement platform provides the vehicle to make this data actionable, empowering the marketing team to activate data-driven insights instantly and across channels so MYNM can meet customers where they are with the right message at the right time.
SAP Emarsys has enabled the brand to add new channels, moving from a reliance on email and SMS to also engage customers across WhatsApp, digital ads (Meta, Instagram, Facebook, LinkedIn, TikTok), and its own web channel.
Alawi AlAlawi, Digitalization Manager at MYNM – BMW Group KSA explains: “Buying a new car, especially a luxury car like a 7 Series or an M5, is a big deal for consumers, and everything about the experience needs to feel right. MYNM – BMW Group KSA is committed to engaging motorists and ensuring their needs are met throughout the customer lifecycle.”
The shift to AI-powered personalized engagement has already delivered standout results. Using lookalike audiences and AI-driven content optimization, the brand has seen sharp increases in conversions and customer engagement. For example, during a Ramadan campaign, MYNM reduced Google ad costs by 50% through smarter targeting and improved relevance.
“We are now able to execute campaigns at the speed of data rather than the speed of people,” said Alawi AlAlawi. “That’s a game-changer for how we connect with our customers.”
Dr. Fahd Nawab, Vice President of SAP KSA, commented, “This project reflects how forward-looking Saudi enterprises are harnessing AI to drive measurable business outcomes. Through the collaboration between SAP and Mohamed Yousuf Naghi Motors – BMW Group KSA, we are demonstrating how data-driven engagement can enhance operational excellence while strengthening customer relationships.”
Experts from SAP Emarsys will be participating and speaking at the Kingdom’s Vibe Marketing Fest (VMF) on November 12, and visitors can find them at Booth 7 at the event held in Riyadh Marriot Hotel.
About Mohamed Yousuf Naghi Motors – BMW Group KSA
Founded in 1990, Mohamed Yousuf Naghi Motors – BMW Group KSA is the official importer of BMW, Mini, Rolls Royce, and BMW Motorrad in Saudi Arabia. The company is known for its commitment to innovation, luxury, and delivering exceptional customer experiences.
About SAP Emarsys
SAP Emarsys is the customer engagement solution of Intelligent CX from SAP, empowering businesses to deliver personalized, AI-driven, omnichannel experiences. Built for scalability and extensibility, Intelligent CX from SAP integrates commerce, sales, service, marketing, and customer data, enabling businesses to exceed customer expectations with real-time, relevant engagement. From digitally native disruptors to global enterprises, SAP Emarsys helps bring out the best CX in every business by meeting customers where they are with the products, information, and experiences they need, exactly when and where they need them.
For customers interested in learning more about SAP products:
Global Customer Center: +49 180 534-34-24
United States Only: 1 (800) 872-1SAP (1-800-872-1727)