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This ten-week programme, based at headquarters of BMW Group UK, will enable start-ups to trial products at scale, receive expert mentoring from senior members of the BMW Group UK management team and access funding from L Marks.

Applications are now closed

Working with BMW Group UK.

Now heading into its second year, the BMW Innovation Lab has grown to encompass the UK based operations for BMW Financial Services, BMW UK and MINI UK.

Successful start-ups will have access to first-class mentorship, accessing insights from leading subject matter experts in the automotive and automotive finance sectors.

The ten-week programme will be run in collaboration with corporate innovation specialist L Marks. Successful candidates will be co-located at the headquarters of BMW Group UK and will be able to access data, gather insights and aim to test their products/services in live customer environments.


16 October 2017

Applications close

Applications close at Midnight Midnight GMT. We’ll review all the applications received and get back in touch with successful applicants to invite them to Pitch Day.

22 November 2017

Pitch day

Pitch Day is your start-up’s chance to pitch to a BMW senior leadership team to win a place on the programme. You’ll have the chance to expand on your application and convince the panel that you’re right for the programme.

15 January 2018

Programme starts

The ten-week intensive collaboration starts here. Over this time, we’ll set key objectives for what you want to achieve in collaboration with BMW and get mentorship from senior leaders and external experts to help you towards these goals.

22 March 2018

Demo day

Demo Day is where you’ll show us what your start-up has achieved over the 10 weeks and present your proposal for future engagement with BMW.

Get in touch

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Areas of interest.

The BMW Innovation Lab will focus on four key innovation challenges:

Seamless Customer Experience.

BMW want to make the sales and aftersales processes more streamlined for the customer by finding technologies that can better link the online and retailer journeys. We’re looking for solutions that can easily communicate a vehicle’s attributes to the customer and help make the Retailer more of a destination for prospective buyers.

Sponsor Suzanne Gray

Enhancing Business Processes.

Large businesses like BMW have thousands of processes that need to be optimised. We’re looking for solutions that can transform internal processes and drive operational efficiency and productivity but can also help us to improve the experience for our customers.

Sponsor Lesley Brookman

Access vs Ownership.

How can BMW target new models of ownership to give new demographics access to vehicles who might otherwise not purchase one? We’re looking for solutions which can help BMW become a single platform for every existing and new customer’s mobility needs.

Sponsor Simon Carr

RegTech Wildcard.

BMW is committed to providing the greatest transparency around regulation for its customers as well as continuing to manage its risk responsibly. We’re looking for solutions which can help risk rate customers in a more dynamic way, assessing their affordability and making this process transparent to the customer.

Sponsor Michael Kreeft


BMW (UK) Ltd

BMW (UK) Ltd is the sales, marketing and aftersales subsidiary of BMW AG. Headquartered in Farnborough, Hampshire, BMW Group UK is responsible for importing BMW and MINI vehicles and Motorrad motorcycles into the UK, supplying them for sale through its independent Retailer network. BMW UK Ltd also has responsibility for all national marketing, advertising and aftersales activities for the BMW and MINI brands. Established in 1980, BMW Group UK currently employs around 500 associates.

BMW Financial Services (GB) Ltd

Headquartered in Farnborough, Hampshire BMW Financial Services (GB) Ltd offers a range of options for financing both private and corporate purchases of BMW and MINI vehicles and Motorrad motorcycles, as well as a range of insurance products designed to cover car, home and travel. BMW Financial Services (GB) Ltd also includes ALPHERA Financial Services, which provides multi-make car finance through a network of official dealers and broker partners. In 2016 BMW Financial Services (GB) Ltd was awarded the ‘Investors in People’ – Gold Standard.


L Marks is a corporate innovation specialist and early-stage investor. They build bridges between large corporates seeking to innovate more quickly with young companies with disruptive technologies, products and services. Founded in 2012 by serial entrepreneur Stuart Marks, they run bespoke start-up partnership programmes across industry sectors, supporting rapid innovation and connecting them with the best start-ups.

They work with clients such as John Lewis, Bupa and International Airlines Group (IAG) to identify where they believe the challenges are in their businesses and then turn these into opportunities for improvement and innovation. Each programme is tailored to deliver real solutions to the corporate partners and create real opportunities for start-up to test and grow their product with a major partner.