BMW created a new portal that lets buyers of custom-ordered 2011 X3s watch their newly purchased SUV being built at the Spartanburg, S.C., plant.
The automaker isn't expecting viewers to act as quality control for their cars, though having seven cameras trained on the assembly line probably will cut down on the goofing around. The new feature helps BMW cater to often-cultish brand followers who want a more enhanced customer experience.
"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, BMW consumer events marketing manager in a news statement. "This production footage of the BMW X3 vehicles from our Spartanburg plant enhances the overall customer experience that is part of the BMW brand."
And if the online-video birthing experience encourages more custom-ordered X3s, all the better for the manufacturer--custom orders are harder to discount. Buyers can view the footage by creating a My BMW account on the manufacturer's Web site, enter their X3 order number or VIN, and watch the car as it makes its journey around the assembly line. The video of the car-building process is downloadable and can be shared with friends.