BMW To Sell Cars Online
|   Saturday, December 26, 2015
Less than 10 minutes to buy a car, any time of day, any day of the week; the full range of BMW products available, from specifications to payment solutions - everything can be solved online now.

BMW UK has launched a complete and unique online service where customers can choose, pay and buy online a car. With just a few clicks, potential BMW customers can purchase the perfect car, can arrange a test drive if necessary, choose the options of financing, method of payment and obtain an evaluation trade-in for your own car before the completion date of delivery - all online, anytime of day, any day of the week.


BMW Online Retail's objective is to provide dealers more channels and opportunities to come into contact with potential customers and to adapt successfully to changes in purchase behavior and raising awareness of technology. Even if the purchase can be done entirely online, the dealer remains at the core of the acquisition process and has control over the sale. In addition, many customers appreciate the willingness of the human factor for personal counseling at different points of the process. The different communication channels (webchat, telephone or e-mail) reflect the showroom's experience of BMW Genius, and are offered between 08.00 and 22.00.
Before being released at national level BMW Retail Online was tested with nine dealers in the UK and has proved so successful that 95 percent of UK dealers have decided to offer this service to customers. This service can be accessed at www.bmw.co.uk.

The online journey begins with the application "Find your BMW"" where four simple questions to help customers find the ideal model will have to be answered. Then follows configuring the vehicle on bmw.co.uk, which offers customers a comprehensive but simple way to build the car they want. With a click on the "Buy your BMW" the customer selects the dealer and is offered the option of an existing car with a fast delivery time, before choosing the preferred method of financing. The customer can complete the purchase, with the chosen dealer in the Retailer Online showroom.

This project comes in the context of a general trend to move the purchasing process in the online environment for all kinds of goods. According to estimates, global online commerce will reach 2.500 billion dollars in 2020. This trend is reflected in the auto industry where 97 percent of customers are searching online for car acquisitions. Now customers are make 1.4 visits to a dealer before they make a purchase, but in 1998 the average was four visits for an acquisition. Also, industry research shows that almost half of all buyers take into account an online purchase.

"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, UK customers can do everything from the comfort of home. The integration of the BMW Genius via live chat and retailer messaging functions, where the customer is able to get personalized support in real time, makes this system unique and a new benchmark for the automotive industry" declared Dr Ian Robertson, member of the BMW AG board of management responsible for Sales and Marketing BMW and Sales Channels BMW Group.
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