The highly anticipated BMW i3 city car and i8 sports car mark the beginning of the new "i" BMW sub-brand for environmentally friendly vehicles.
Recognizing that the new vehicles will attract a new demographic of early adopters and embracers of cutting edge technology, BMW has engineered a bold new method of allowing consumers to purchase their vehicles.
Not only will new BMW i Stores make their way into major cities across the globe, but consumers will be able to order their i3 or i8 online as well.
This new approach is a first for the German automaker but if the service proves to be a success, BMW expects to offer more vehicles available via internet orders.
Not only can this be a convenience for some buyers, but Bloomberg reports that online sales can help BMW significantly reduce costs by reducing the need for an expansive dealer network.
BMW has reportedly committed no small investment in the years of R&D necessary for the new i cars and the company is keen to reap some returns on its investment as effectively as possible.
BMW marketing chief Ian Robertson said, "We clearly, as a company, go into any product launch with the view of making profit, which is no different with the i brand. This is a car line just as every other car line, and we intend to make profit from Day 1."
Combining the benefits of no longer having to haggle with a car salesman and the ease of a mouse-click purchase, online shopping is simple and convenient. However, the drawback shoppers face is the inability to test drive the vehicle, an important part of the car buying process. Because of this, analysts and industry observers are a bit skeptical on wehther online car sales would pick up at all.
For now, BMW launched a marketing campaign that takes the new i cars on a global tour to key markets where the product will likely be most popular. Called the BMW i Born Electric Tour, the tour kicked off in Rome, Italy, and will be scheduled to make a splash in six other major cities over the next 12 months.
