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bmw is first car brand to offer online purchasing

BMW UK has launched a unique end-to-end online service where customers can select, finance and purchase their car online. With just a few clicks, prospective BMW owners can build their perfect car, arrange a test drive if necessary, agree financing options, payment method, and get a trade-in value for their own car before finalising the delivery date – all online, 24/7.

Dr Ian Robertson, member of the BMW AG board of management responsible for sales and marketing BMW and sales channels BMW Group, 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, 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 personalised support in real time, makes this system unique and a new benchmark for the automotive industry.”

BMW Retail Online is said to offer the dealer more channels and opportunities to get in touch with potential customers and to adapt successfully to changing purchasing behaviour and technology awareness. “Though the buying process can be done entirely online, the dealer remains at the heart of the process and in control of the sale. Furthermore, many customers appreciate the availability of personal, human advice at various points along the way. Multi-channel chat options (webchat, phone or email) mirror the in-showroom BMW Genius experience and are offered from 8am to 10pm.

“Before being rolled out nationally, BMW Retail Online was tested with nine UK retailers and proved such a success that 95% of BMW UK retailers have decided to offer this service to their customers.”

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