BMW Lets Customers Watch Their X3s Being Built

Buying a car can feel like an underwhelming experience sometimes. You specify what options you want, sign a few contracts, loan the money from the bank and you’re done. But BMW wants to transform the experience into an emotional one for its US customers by offering unique access to the creation of their own 2011MY X3s through an online video portal.

“Customization is essential to the new BMW X3. With more than 10 million distinct configurations available, we wanted to get customers excited about the birth of their unique vehicle,” said Trudy Hardy, manager, BMW Marketing Communications and Consumer Events, BMW of North America.

A total of seven cameras will track the movement of the crossovers through the various stages of assembly taking place at the Spartanburg, South Carolina. Customers will be able to enjoy an in-depth look at everything from the engine installation to things like the seats being fitted or the famous BMW badges added at the later stages of production.

“This production footage of the BMW X3 vehicles from our Spartanburg plant enhances the overall customer experience that is part of the BMW brand,” Hardy also stated. The footage does not have an expiration date, giving BMW buyers round-the-clock access to the assembly video, and the video can also be downloaded and shared.

When it arrives this month, the X3 will come equipped with a standard 8-speed automatic transmission and BMW's xDrive intelligent all-wheel drive system, as well as Bluetooth connectivity, iPod/USB interface, anti-theft alarm system, and on the X3 xDrive35i, standard Xenon Adaptive Headlights.