BMW to Allow Shoppers to "Build Their Own BMW"
Now BMW is looking to change things by allowing consumers to "build their own BMW". With this newly launched online configuration tool, buyers can order the exact vehicle and options they want and get the vehicle delivered in as little as 2 weeks.
Take the X3. A checklist on the site offers expected options such as heated front seats ($500), a panoramic moonroof ($1,350) and xenon headlights ($900). But Also offered are offbeat choices like snowboard carrier ($67) and iPod interface adapter ($185).
Buyers can pick up their built-to-order cars in as few as two weeks after ordering. The quick turnaround time is most likely because, at least with the X3, it's being built here in America.
BMW will offer a number of inducements. For example, colors only available through the build-to-order process, or special features, like unique wheels or other packages.
If it catches on with buyers, the new tool's success could lead other automakers to follow suit, giving consumers more options... for choosing options.
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