BMW is still pushing to convince consumers in the United States that waiting for a built-to-order-car is worth it. This challenges the penchant of buyers for an instant gratification.
The German car manufacturer will be rolling out the new X3 SUV on the early part of 2011 or just a few months after its launch this coming November in Europe. The company is planning to tap the US dealers to get on the market early to promote options small upgrades like an iPod adapter for $185 or a panoramic moonroof for $1,350.
The culture of built-to-order units which also helps manufacturers decrease costly inventories and avoid too much discounts is not a very common in the US with Lexus explaining that 2% of their deliveries every month are pre-ordered. The picture is different in Germany where one of two BMW is customized.
The efforts of BMW to change the culture and trend in the US may bump into big hurdles especially when consumers are not used to ordering as one part of the vehicle buying process. The American market is more of the impulsive type, where the consumer walks into a dealership and drives home with the car.
BMW plans to make a rebound and is planning to offer special options to tease the American market into pre-ordering, and will be focussing mainly on the high-end models like the X6, the 5-series and the new 7-series.