BMW has joined the likes of Mercedes-Benz, Hyundai and Tata by launching its own digital retail and service platform in India. Called BMW Contactless Experience, the platform allows customers to buy new and used cars as well as book services from the comfort of their homes without the need for any physical contact with dealerships. This is a sign of the times, given the ongoing coronavirus pandemic.
The way this service works is the customer has to make an account with BMW on the Contactless Experience website. Once the account is made, the customer can select the model, version and the various options for the vehicle they would like to buy using the configurator. The closest dealership also has to be selected to know if the buyer’s location is serviceable. Only after this is done can the customer buy the car online. When the car is ready for delivery, BMW will deliver the car to the customer’s chosen location after thorough sanitization and with all the relevant documents in a sanitized envelope.
The process is similar for used BMWs as well. The same account made to buy a new car can be used to purchase a BMW-certified pre-owned vehicle. Once the model is chosen from a selection of certified vehicles, the car will be delivered to the customer’s location and undergo the same sanitization process.
Existing BMW customers can also make an account (or use their existing account) to schedule services for their vehicles. Once the account is made, they can select the services that need to be done, and then select a date and time for pick-up of their car. When the car reaches the workshop and is assessed, the customer will get a cost estimate of the service. Once the service is approved by the customer and paid for, upon completion the car will be returned to the owner at their house, completely sanitized.
For now, the German luxury carmaker currently offers the 3 Series, 5 Series, 6 Series GT and 7 Series sedans as well as X1, X3, X4, X5 and X7 SUVs in our market. However, BMW is set to expand its portfolio over the course of this year with the 8 Series and 2 Series Gran Coupe, the X2 and X6 SUVs, and a number of M performance cars as well.
Carmakers to bank on digital sales post COVID-19 lockdown
Mercedes-Benz India to sell new cars online via its digital 'Shop'
Volkswagen launches online car buying service in India
Why BMW and Mercedes-Benz were nearly level on sales in Q1 2020