The 2025 Automobilwoche Congress, held under the motto "Courage to Change: Opportunities for Success in the Automotive Industry", brought together decision-makers in Berlin. Topics covered included software-defined vehicles, new drive technologies, AI, and smart factories, as well as how the automotive industry is adapting amid cost pressures, geopolitical uncertainties, and rapid innovation.
A highlight for Synera was the masterclass/breakout session together with BMW, which was part of a programme ranging from OEM keynotes to supplier transformation, trade, regulation, and global competitive dynamics.
Masterclass BMW & Synera: AI agents as game changers – from vision to implementation
In the breakout session, "AI agents as game changers in vehicle development: Vision meets implementation", Dr Julien Hohenstein (VP of AI, Digitalisation, Data, Process & Governance R&D at BMW Group) and Daniel Siegel demonstrated how AI agents can streamline repetitive, data-intensive engineering tasks and handover processes, relieving engineering teams of a significant time-consuming workload.
The key takeaway was clear: AI agents deliver the greatest value when embedded in real engineering processes, acting as digital colleagues that provide end-to-end workflow support, rather than as isolated AI tools. They can take over tasks such as CAD data analysis and preparation, simulation setup and evaluation, automated documentation and initiating follow-up processes such as reviews, variants or approval checks.
A central theme of the session was the importance of multi-agent systems. Rather than one agent attempting to do everything, several specialised agents collaborate as a team, exchanging results and triggering subsequent tasks. This significantly reduces throughput times without compromising quality.
“Our customers are building their own digital teams” said Daniel Siegel. "Used correctly, AI agents reduce costs and speed up processes."
At the same time, both speakers emphasised that people remain at the centre of vehicle development. Context, responsibility and decision-making cannot be automated. The Synera platform is already being used productively at BMW to support this human-centric approach.
"It’s not the product that matters, but how we develop it" said Julien Hohenstein. To successfully deploy AI agents, organisations must assign the right tasks and have full control over their data. As Hohenstein concluded: "The multi-agent system is the fairy dust on the data."
Interview with Automobilwoche: AI agents between speed and sovereignty
In addition to the joint masterclass, Daniel Siegel was interviewed by the Automobilwoche editorial team during the congress. The interview focused on how AI agents can accelerate development processes without compromising quality, and on Europe's role in global competition.
Siegel emphasised that routine-intensive, data-driven tasks in particular offer enormous automation potential. The much-discussed ‘China speed’ was also discussed: while speed there is often achieved through pragmatism and scaling, Europe's strength lies in combining speed with engineering depth, process stability, and technological sovereignty.
Other topics covered in the interview included integrating AI agents into existing CAx, PLM and ERP systems; the importance of low-code for rapid implementation; and the changing role of engineers. The conclusion was that: AI agents are a tool for making complexity manageable and scaling development work in a sustainable manner, not an end in themselves.
What else was important: other speakers & signals from the programme
In addition to the masterclass, the congress provided many insights that sharpened the overall picture of the industry:
Audi: Shaping change – and the major growth drivers are shifting
The congress got off to a prominent start with a keynote speech by Gernot Döllner, CEO Audi, which emphasised the pressure to transform and the fact that value creation and differentiation will be strongly influenced by topics such as batteries, software and driver assistance in the future.
Bugatti Rimac: Against the tide – and why "market logic" is becoming louder again
Mate Rimac, CEO Bugatti Rimac, offered a provocative perspective on how customer preferences, technology and positioning are shifting, particularly in the premium and luxury segments, and explained why manufacturers must consistently align their offerings with the current market rather than relying on outdated ideals or rigid assumptions.
Suppliers: consolidation, margin pressure, transformation
Philipp von Hirschheydt, CEO Aumovio, focused on the supplier side: efficiency, portfolio decisions, location logic and consistent transformation – topics that are noticeable throughout the entire supply chain.
BMW: ‘CEO of the Year’ and a look at the strategic line
Another visible signal in the programme was the "CEO of the Year" award and the discussion with Oliver Zipse (BMW Group) – as a stage for strategy, openness to technology and the way forward.
Politics & framework conditions: location, funding, regulation
In the top session, Hildegard Müller (VDA), Imelda Labbé (VDIK) and Martin Kieckebusch (Accilium) discussed the areas of tension between EU regulations, location conditions, competitive pressure and the question of how to realistically broaden demand (e.g. e-mobility).
Customers & Market: How can we get more people to switch to electric vehicles?
Florian Huettl, CEO of Opel/Stellantis Germany, also provided a market perspective. How can customers be convinced, and which factors (costs, infrastructure and offers) need to be in place to ensure that the transformation is not just an industry strategy but also works in the market?
The common thread: "Courage to change" means operational implementation
One thing was clear across all sessions: the industry agrees on the major issues, such as decarbonisation, software and automation in the context of global competition. The difference now lies in implementation: those who orchestrate processes, data and tool landscapes in such a way that innovation becomes faster and more reproducible will gain a real advantage. This is precisely the area in which the BMW x Synera Masterclass comes in. AI agents are presented not as a showpiece, but as productive infrastructure for engineering teams.
