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The used car market has been dominated by online sales for years and it makes sense that this trend should also invade the new car scene. This is clearly a very different environment on its own terms, but many automakers are already investing in digitizing their sales. As part of its business transformation, BMW is also trying to achieve a larger portion of online sales of its total new car sales.
More precisely, the Bavarian automaker wants to sell 25 percent of all its new cars online by the middle of this decade. New article by Forbes highlights more of BMW’s plans, which include using help from Adobe for data management. The tech company will also support the automaker’s efforts in personalized digital customer experiences, including online sales of new vehicles.
“A third of all shoppers can very clearly imagine buying a car online,” Jens Thiemer, vice president of BMW, explained during the event. TechFirst broadcast. “And we have to prepare ourselves together with our retail partners to make it happen.” This unified online experience could even be extended to include virtual trials, but a full shift to online sales isn’t happening anytime soon.
Thiemer believes BMW’s retail partners are the “key interface for our brand” and they are a resource the company is not ready to lose. He also pointed out that “brands in the automotive sector that are based entirely on the digital buying journey” are now looking to expand their business with physical locations. Simply because, “for the perfect customer journey”, they need those selling points.
Moving at least a quarter of its sales to the online platform would require a change in the way cars sell at BMW. For example, the price of a new car needs to be fixed because it is very difficult to recreate negotiations in the digital world. In addition, BMW needed help from Adobe to create a more sophisticated application where customers could configure their own car instead of choosing from a ready-made car.
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