Made for me – BMW owned driving earned

I enjoyed reading an article in the FT this morning about BMW’s built to order business that is starting to take off in the US .  For some years now BMW have already sold cars on a  made to order basis in Germany but now the US consumers can also get involved.  From their Spartanburg factory you can order an X3 and with over 70m possible configurations you can get quite personal.  Allowing your customer be part of the product creation without actually having to change anything that you do is a smart way of making your owned assets work harder. In this example BMW have been clever in also giving their customers a film that shows their car being built at various stages of the production line.  The built to order models are no more expensive to the consumer and actually are potentially a better business model for dealers to avoid them having speculate over which cars to have in the showroom.  This product gives people a reason to choose BMW and most importantly gives them motivation to talk about it.  If you ‘designed’ your own car you would tell all your friends wouldn’t you? and you may even want to show them the film…

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