

Driving the EV Experience at BMW: Plug&Charge, Price Transparency, and the Road to Reliable Charging
Felix Schmidt is the Head of Charging Experience at BMW Group, where he oversees digital onboard and offboard charging solutions, including features for the myBMW App. His professional path spans key technical and product roles across international markets, including more than five years at BMW of North America managing vehicle testing, product lines, and strategic product development for automated driving systems. Building on his deep technical expertise in automotive systems, product management, and user-focused charging infrastructure, his work centers on scaling reliable, seamless, and user-focused emobility services for drivers worldwide. Key Insight: BMW's approach to charging experience is rooted in the belief that charging should be invisible: a seamless part of getting from A to B, not a destination in itself. By building features like Live cost transparency across multiple charging contracts, multi-contract plug&charge, and direct pay (your car as a credit card), BMW is tackling the real-world problems EV drivers face every day. His pragmatic stance on ISO 15118-20, securing basic reliability before layering on smart and bidirectional charging, highlights a core philosophy: establish a flawless foundation at scale to truly enable future innovations.



