Update BMW case study

[kimberleyamackenzie]

Fixes: https://github.com/pulumi/marketing/issues/1556

[claude]

Documentation Review

I've reviewed the BMW case study update. This is a significant rewrite that transforms a traditional customer implementation story into a product-focused marketing piece. Here's my analysis:

Content Issues

1. Over-reliance on vague marketing language (throughout)

The new version heavily uses generic marketing phrases that lack specificity:

• "Results That Matter" (line 56)
• "Looking Forward" (line 69)
• "Proven at Enterprise Scale" (line 51)

These read like AI-generated marketing copy rather than authentic customer storytelling. Case studies should focus on specific customer problems and solutions, not abstract product benefits.

2. Loss of specific technical details (lines 23-75)

The original case study provided concrete details about BMW's implementation:

• 11,000+ developers
• 100,000 builds per day
• Three distinct environments (AWS + two on-premises OpenStack regions)
• Specific tools: Gerrit, Kubernetes, AWS Kinesis, DynamoDB
• Hot failover architecture for disaster recovery
• 24/7 DevOps team

The new version removes most of this specificity in favor of generic product descriptions. The only surviving metric is "20,000+ cloud resources."

3. Transformation from customer story to product pitch (lines 23-75)

The structure has changed from:

• Customer's challenge → Solution → Implementation details → Results

To:

• Generic enterprise challenges → Pulumi features → Brief BMW mention → Generic benefits

Lines 27-49 ("The Enterprise Infrastructure Challenge," "Pulumi's Approach") read like standard product marketing, not a case study. A case study should center on the customer's journey, not be a vehicle for product feature lists.

4. Factual accuracy concern (line 53)

The new text states BMW "consolidated earlier toolchain approaches, including Ansible, Terraform, and Helm." I cannot verify from the diff whether BMW actually used these specific tools before Pulumi. If this is an assumption rather than a verified fact, it should be removed or clarified.

5. Inconsistent voice (lines 56-67)

"Results That Matter" section uses passive construction ("implementations of Pulumi demonstrate") instead of active voice describing what BMW achieved. Case studies should showcase the customer's success, not abstract "implementations."

6. Removed important context (lines 33-34)

The original explained that CodeCraft is "BMW's integrated toolchain for the software-defined-vehicle that is managed and deployed by Pulumi." The new version only mentions it's "BMW's integrated toolchain for the software-defined-vehicle" without clarifying Pulumi's role.

7. Quote block concerns (lines 12-16)

The quote appears to be a factual statement rather than an actual quote from a BMW representative. If this is not a direct quote from a named BMW employee, it should be reframed as a factual statement in the body text, not presented as a quote.

8. SEO and discoverability (line 3)

The new title "Unified Infrastructure and Application Management at Scale" is generic and doesn't mention BMW. This hurts SEO and makes the page harder to discover. Case study titles should prominently feature the customer name.

Style Issues

9. Inconsistent heading case (lines 23, 36, 51, 56, 69)

All headings are in Title Case, but the style guide requires sentence case for H2 and deeper. Apply sentence case to all H2+ headings.

10. Removed front matter section links (lines 15-21)

The original had a sections field in the front matter with anchor links. While the new version uses a quote_block instead, the removal of section navigation may impact page usability.

Recommendations

Critical:

1. Restore customer focus: Rewrite to center on BMW's specific challenges, implementation journey, and outcomes
2. Verify factual accuracy: Confirm all technical details with BMW
3. Fix heading case: Apply sentence case to all H2+ headings
4. Clarify quote attribution: Either attribute the quote to a BMW representative or move to body text

Suggested approach:
Consider a hybrid that keeps BMW's story front and center, briefly contextualizes enterprise challenges, uses BMW's results to illustrate Pulumi's capabilities, and maintains authentic customer success story voice.

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Mention me (@claude) if you'd like help revising specific sections or want additional review after making changes.

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