BMW will offer fewer customization options as a cost-cutting measure


One of the main advantages when buying from a luxury car brand is the wide range of customization options available to the customer. From the color of the brake caliper or the stitching of the upholstery to the plastic or carbon fiber engine cover, the possibilities are virtually endless in the upper segment of the market. BMW is a great example because it provides an extensive list of options, not only for its more expensive models, but also for the less expensive ones. After all, now you can get a 1 Series hatchback or a 2 Series Gran Coupe with an individual color.

However, that won’t be the case any longer, as the German premium brand will reduce the number of customization options available in order to cut costs and use the money elsewhere. More specifically, the financing of its ambitious electricity program. In an interview with Financial Time held in Frankfurt, CFO Nicolas Peter admitted that “some combinations make no sense and are never chosen”.

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Therefore, BMW is getting rid of them and will keep the most popular ones in the future: “Above all, we will reduce the number of combinations available. The company is convinced that this will not have a negative impact on customer demand.

Peter went on to say that reducing the number of alloy wheels available from 10 to just 5 will not hurt sales at all. He argues that those who would have wanted a specific type of body color or alloy wheel design will likely choose something else rather than heading for competition.

The online sales portals will serve as the source from which BMW will obtain the data necessary to determine what remains and what is happening. It won’t be a drastic reduction in terms of the customization choices available, as the goal is to be somewhere in the middle compared to other brands.

The growing importance of live updates will allow BMW to create a new source of revenue by giving customers the option to acquire features even after purchasing the car. Other rival brands do the same, with owners spending money after taking delivery to unlock features either permanently or temporarily.

Source: Financial Time


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