This is kind of interesting, I think. BMW is considering a new build-to-order option for their new X3 crossover; the only problem is that the build-to-order idea hasn’t really had any success since the end of World War II. So why are they bringing it back? The motives are still unclear – maybe they just want to try something kind of new, which would certainly make sense. Currently BMW is acknowledging the fact that consumers may be hard to turn, though that’s not stopping them from offering the option on the X5 and the X6 as well.
Automobile transport companies have never really cared about this, but this may be something that BMW transporters might want to look at – if special-order vehicles are coming off the assembly lines quickly, it could mean that more BMW transporters will be needed. Currently build-to-order offers less discounting and reduced floorplanning, though on the downside, the build-to-order vehicles will compete with BMW vehicles already on dealership lots.
Will this work? We’ll have to wait and see. I’m certainly interested in how this will go down.