BMW is looking to the Internet and even house calls by BMW sales personnel to boost future turnover, the head of the group’s German sales told told the weekly Wirtschaftswoche magazine.
“We can well imagine that Internet sales could be expanded to all models,” Roland Krueger told the magazine.
BMW has already planned to sell its i3 electric car, to be unveiled to the public on July 29, but is contemplating selling all models in a similar manner.
BMW’s “Mobile Sales Force” will also be able to visit clients at home, “The expectations and needs of our clients are changing and we want to meet those requirements,” Krueger said.
Obviously, this plan is meeting resistance from BMW dealers as it would cut into overhead, however, the magazine quotes one unnamed dealer as saying BMW temporarily will not to use this sales technique in Germany. We expect a similar fight in the US as Tesla has been battling with its direct sales model- cutting out the dealer completely.
BMW believes that the dealer network would remain the key to most sales but for select clientele the online/ private shopper would be beneficial to getting more individuals behind the wheel and signing on the dotted line.