BMW sells 2.5 million cars and 194,000 motorcycles annually, almost all in a traditional car dealership. But the 100-year-old car brand wants to sell cars online, just like Tesla.

Now BMW is embarking on a major project with Adobe to get "phygital" ... to be able to do business seamlessly across apps, websites, and physical car dealerships, however its clients prefer. That means data, insights, software, and a complete rethinking of how its thousands of car dealerships interact with customers.

And, of course, how customers interact with BMW ... including before they buy, when they buy, and for years of owning their vehicles. In this TechFirst, we chat with BMW SVP Jens Theimer.

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BMW vs Tesla: BMW to sell 25% of its cars online in 3 years