According to the press release, this is BMW’s first venture into e-commerce and will allow it to reach those customers not accustomed to visiting a BMW dealership regularly. BMW says that all the items sold via ‘BMW Direct’ will be offered with free postage and packaging, and are covered by a full two year BMW warranty. At launch, the program has 400 parts available.
Carl Sanderson, General Manager Aftersales Development, said: “As a premium car manufacturer, we are always interested in understanding customer preferences when it comes to buying products. We recognise that there are customers who wish to buy BMW products but do not necessarily want to travel to a BMW dealer to make a purchase. As such we see eBay as the perfect solution for them. By embracing this modern retailing approach, we believe we can engage with and satisfy a number of additional customers through what is a new retail channel for BMW.” If successful, I foresee that the concept of online store will be implemented in other parts of the world by other automakers as internet has become an integral part of our lives.