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Why this former BMW exec is betting big on co-living

16 Oct 2020

Living with strangers might not sound terribly appealing during a pandemic, but Esther Bahne has her eye on life after COVID-19. And it’s all about communal spaces.

When she was relaunching the Mini brand at BMW Group a few years ago, Esther Bahne found that her target market of young urbanites was not particularly interested in cars. This would seem to be a predicament for a global automobile conglomerate, especially one with its roots at the invention of the motorcar. But for Bahne, it opened an entirely new market.


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This content was originally published by Fast Company. Original publishers retain all rights. It appears here for a limited time before automated archiving. By Fast Company

Covid-19 – Johns Hopkins University

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