We’re always banging on about how the ranges of automakers (particularly the premium German ones) are really rather confusing; you need to know what you want to reap full benefits of speccing up.
Now, both Mercedes and BMW are reportedly looking to simplify the process, while at the same time trying to retain a bespoke feel for their cars.
Those things obviously don’t go well together (simplifying the options list and merging options into packs with getting a unique car) but Automotive News says that’s what they’re trying to do.
From the two manufacturers, to us it looks like BMW has a bigger problem not only with its trim levels, but also with the way its range is structured – many models overlap…
Ian Robertson is BMW’s board member in charge of sales and marketing. He said “We have packaged a number of trim levels to help the customer and ourselves, because the complexity was very high. A clearly understandable package was the M sport package. It helps customers with understanding what is available, that also helps with the residual values of the car and therefore the leasing rates.”
Over at Mercedes, they’re really trying to preserve the bespoke feeling of each of their cars, at least for those buyers who are expressly interested in that. Even if buyers are not especially knowledgeable, the manufacturer is implementing a concierge service akin to Apple’s genii.
Their approach is to not do everything digitally, but also preserve the comfort of interacting with a human. Bring on more dedicated showroom staff!
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