BMW have launched a new online service, dubbed Retail Online, allowing customers (initially in the UK) to buy a new car from wherever they prefer.
With this new service you will be able to select your new car choosing its exact configuration and if you’re not entirely comfortable with the process being so remote, you can arrange a test drive. You will also be able to choose your finance and payment methods and get a trade-in value for your old car.
The buying process will be supported via a live chat or email to provide personal step-by-step guidance to the customer. BMW are the first to test the market research that indicates that up to half of buyers say that they would buy a car online.
“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”, said Ian Robertson, Member of the Board for Sales and Marketing. “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.”
The service will initially be launched in the UK where 95 per cent of dealers are already on-board.