I suspect it's more the tech companies themselves. For example, Google has a sizable office in Munich. I'm not sure if BMW would let most of their employees travel business class...
Companies really ought to pay for business class on transatlantic and transoceanic flights because of well-founded research showing that a seated position without movement for long periods of time creates a risk for DVT/stroke and that it interrupts sleep which has poor health effects. Unfortunately there's no legal mandate to require it, but a lot of European companies have rules for flights where a single leg is over 6 hours or over 8 hours that triggers an allowance for business class. I'm unsure about BMW, but it wouldn't surprise me if they do this.