BMW Group Australia is introducing new measures to bring the showroom to customers during COVID-19, launching a new online sales program that allows shoppers to interact with the brand while prioritising health and safety.

With customer numbers dropping considerably in recent months as COVID-19 restrictions limit travel for much of the population, BMW are offering customers the opportunity to view vehicles online and externally.

The online sales program, called the ‘Virtual Product Genius consultation’ pairs customers with a BMW Product Genius through an online video platform to virtually explore all aspects of BMW products while providing an immersive virtual reality experience.

This genius is available to explain things to the customer before, during and after the purchase, providing a full sales experience.

BMW has also organised to allow external test drives.

These external test drives will see a customer book a particular model to be delivered to them with a BMW Genius for a test drive and inspection. To ensure customer safety, all key touch points will be regularly disinfected, and social distancing rules will be followed.

Once a vehicle is purchased, BMW will also give customers the option to have their vehicle delivered to their door.

It’s not just the sales process that has been moved online at BMW during COVID-19.

Customers will also be able to have their vehicle picked-up and delivered for servicing and maintenance.

With contactless servicing, customers will be provided with a video-based review and assessment of their vehicle from a BMW technician. Customers can then ask questions and confirm the work to be done. This process will also utilise contactless payment and receipting facilities.

The move to online and external services comes as BMW introduces a new online training platform for their BMW Academy.

The volume of digital learning content delivered at BMW has increased 266 per cent on the same period 12 months ago, with live webcasts and Q&A sessions introduced to connect dealers with training during COVID-19.

BMW Group Australia chief executive officer Vikram Pawah said BMW were successfully taking advantage of their innovation to continue operations during this time.

“These are testing times for everyone, but BMW Group Australia can make use not only of the technology that exists in our products but also the technology that our dealer partners can use to provide services remotely to our customers,” said Pawah.

“It has been a fantastic team effort across the supply chain to provide innovative solutions to deliver our promise of customer centricity.”

Source: Autotalk | BMW Group Australia introduces online dealer network training platform

30 April 2020