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Originally Posted by JRobUSC
I think you guys are missing the point. They can build the cars with all the features on them, which is faster and cheaper than building to order, and then people can unlock whichever features they want, or cancel those they don't. Someone in Minnesota find the perfect car in Florida except it doesn't have heated seats? Click - now it does. Active Cruise? Got it.
Btw, this is how Tesla works. Perhaps you've heard of them? They seem to be doing ok with it.
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Yes, your spot on. From a manufacturing point of view it surely would be better for BMW to build this way and make efficiencies throughout their process (LEAN). I just hope they would pass some savings onto their customers in the first instance, so that this allows customers to add features where required later on without paying any more overall. This would make sense and would offer true flexibility.
Certainly an interesting idea. Let's watch this space...the future is well and truly on its way.