There was a time not that long ago when BMW Individual was pretty much a myth in the U.S. We knew it existed, but it was hard to find a sales associate at a dealership that had any experience in telling us what was available and how to go about adding an Individual item to our BMW order.
And it was expensive.
More and more car companies are offering bespoke opportunities when it comes to fitting cars with custom components, especially when it comes to design elements like color and upholstery materials. By the way, “bespoke” is the catchword that the car companies are tossing about these days to make themselves sound more sophisticated. All “bespoke” means is that an item is commissioned to a particular specification. In other words, custom-made.
Anyway, BMW Individual has been bespoking since before it was popular.
Having something custom made almost always adds to the price, and it’s no different with BMW Individual. This video shows some examples of why BMW Individual selections are more expensive.
It also gives the impression that to order a BMW with BMW Individual components you have to be rich, since the people in this video are obviously rich. That’s not necessarily true. For example, adding Frozen Bronze Metallic—a BMW Individual color—to your 2016 BMW 650i Coupe will only add about $3,600 to the price of the car. A veritable bargain. Well, it helps to be rich.
The craftsmanship displayed by some of the BMW workers in this video is impressive. What these individuals make out of the gorgeous materials they are provided should cost a lot. And it does.—Scott Blazey
[Photo and video courtesy of BMW.]
