How BMW China gained more flexibility by migrating to Magnolia CMS

BMW China can now manage multiple sites independently.







Improving multisite management and flexibility.

BMW Group is a multinational corporation with a global sales network and 31 production and assembly facilities throughout 15 countries. It is the world’s leading manufacturer of premium automobiles and motorcycles and a premium financial and mobility services provider. 

The BMW China division now relies on Magnolia’s WYSIWYG editing interface and built-in CMS modules, having migrated from its previous CMS to improve multisite management and flexibility. 


The Challenge

Managing multiple websites without constraints.

Before adopting Magnolia, BMW China had been relying on Adobe AEM as its content management system. Websites of different business departments were being hosted on the same CMS server. However, as various departments had different solution requirements, the shared architecture caused constraints while trying to cater to varied needs. 

In order to increase agility, BMW decided to split the bulk architecture into groups of websites so that different websites would have independent systems and servers. After evaluating alternative CMS platforms that offered more flexible deployment options, they chose to go with Magnolia CMS.

The Solution

Improving dealership relationships with an intuitive interface.

BMW uses Magnolia’s CMS so that dealers can create bespoke communication platforms to maintain information sharing between each other and achieve the best dealer relationship in the automotive industry. 

Magnolia CMS is deployed on BMW’s internal servers. All data is also stored internally to ensure security. After the system goes online, Magnolia provides a WYSIWYG website editing mode, enabling business personnel to intuitively maintain the site content without technical team members' help.

For BMW China, the process of migrating from AEM to Magnolia was straightforward. Magnolia has an identical JCR storage structure as AEM, enabling the two systems to simply exchange content via JCR export and import functions. For digital assets kept on a DAM, the storage concepts of the two are also similar. Thus, developers could easily migrate the DAM package from AEM to Magnolia, reducing the data migration effort.

Why Magnolia:

  • WYSIWYG Editing Interface

  • Proven platform and rich built-in CMS modules

  • A system architecture similar to AEM for maximum ease of migration

  • Multisite features enable easy management of localized sites and message consistency

The Result


Reduced developer dependency.

Now editors can quickly update the website without worrying about how it may impact other sites, significantly reducing interdepartmental dependencies. Content teams have also introduced publishing workflows to ensure content updates are properly reviewed before being made visible to the public.

There has been a significant reduction of license costs with no compromise on functionality. The company is also enjoying a much faster speed of deployment than with its previous CMS system. 

Magnolia’s powerful WYSIWYG editing interface greatly reduces content editing time. The modular web content component approach also makes reusing content possible, helping with reductions in website operations and maintenance costs.
Liang Xin

Liang Xin

Project Manager, NTTData China

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