BMW is considering ways to market the new i sub-brand differently when its sales start in 2013. Tim Abbott, Managing Director of BMW U.K. told Car Dealer that it will use the internet more. Its sales force will also become more flexible and mobile so that it could fulfill more customer requirements like the delivery of cars to their homes. Abbott added that the company may even start to sell cars online with the support of its current dealers.
He said that there’s no reason why automakers can’t sell cars online when eBay does it. BMW will start to sell the i3 electric compact in 2013 under the new i sub-brand. In 2014, this i8 performance hybrid will follow. Abbott also talked about having more flexible leasing mechanisms for customers to permit them to swap cars quickly.
He believes that giving customers the opportunity to drive an electric car on weekdays for work and a diesel 5-Series at the weekend to visit the country would be received well. He has this idea where paying for a monthly subscription gives the customers coverage on road tax and insurance on all the models. This means that they could use an electric bike, a scooter, a motorbike, an electric car or a regular car.