Michele Fuhs

CEO of Circle4X and former head of Premium Retail Experience at BMW

Michele worked for BMW AG for almost 19 years, holding a wide range of critical positions, including BMW’s Motorsport Division, in-house sales and marketing consulting, establishing BMW China National Sales Company and head of MINI in Italy.

From 2012 Michele was responsible for the BMW Future Retail Project, focusing on Premium Retail Experience.

He led the finalisation of the development concept and the implementation and roll-out of Future Retail into 3500 BMW and 1500 MINI dealerships worldwide.

During his last two years at BMW, Michele set up a Retail Experience LAB where, together with suppliers, he researched and developed innovations for retail.

All Sessions by Michele Fuhs

  • Sophus3 Conference PM

    February 11

  • 14:40  - 15:00
    Michele will be discussing how to put the human back into digital car buying.

    You can expect to take away a better understanding of the human perception and how the brain processes experience. As OEMs face the challenge of moving from selling products to selling experiences, different business models and development processes will be required.

    How should a digital experience look like and how can it be measured? Ultimately, it is also about how to create organisational courage to develop emotional digital experiences.





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Michele Fuhs