BMW has set a record by becoming the first car manufacturer to allow buyers completely choose and buy cars online.
BMW Retail Online, the website for the sale of BMW cars online went live last week and offers everything from vehicle configuration to purchase. This move is in reponse to to growing consumer trends in online vehicle purchase.
According to BMW, about 97% of car buyers turn to the internet for help in purchasing cars rather than a car dealership due to confidence in the internet.
The website offers help from a real-life expert with just a click and customers can video chat with BMW staff or send them an email.
Speaking for BMW, a member of the Board for Sales and Marketing, Ian Robertson said: “We are the first car manufacturer to offer a digital sales solution for the entire product range and the full end-to-end buying or leasing process online. Now, the customer can do it all from the comfort of their home. The integration of the BMW Genius via live chat and retailer messaging functions where the customer is able to get personalised support in real time, makes this system unique and a new benchmark for the automotive industry.“