That's the thing. BMW is recognized as building cars, or as you say _real machines_.
Instead BMW tries to transform its business to provide mobility. Its a service provider and the service is mobility. It is not the cars. The cars are the vehicle to provide mobility, one form of mobility.
BMW has several brands to communicate this mobility, which are ShareNOW, FreeNOW, and ReachNOW. ShareNow is what used to be DriveNow, which is the free floating carsharing. FreeNOW is the Uber-like Taxi-App. ReachNow is the Google/Apple Maps which includes public transport, Carsharing, Taxi, eScooter Rental, Bike Rental so that you can reach your desired destination the most efficient way.