While custom ordering a car is popular in Europe, American buyers tend to purchase their cars from dealer inventory. BMW is looking to reverse that trend with their 2011 X3, and will be heavily promoting their build-to-order program when the vehicle launches later this year.
The build-to-order program allows customers to order the exact options, color schemes and trim levels they desire. Custom built cars are also highly profitable due to the large volume of options ordered. But Americans don’t like to wait for their car to be built, which can often take weeks, and prefer to buy a car and drive it home the same day.
BMW is hoping to entice customers with exclusive options and colors for the made-to-order program. The company will also allow customers to watch their car being assembled via webcam.
[Source: Auto Observer]