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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