If BMW let me configure a BMW, put down a deposit, and provided me with a delivery estimate, I’d do it. In a heartbeat. But I can’t.
Imagine if Amazon worked this way. You do a search for a new backpack. You get to the page with the backpack you want. You select the size, color, number of pockets, everything. You add it to your cart. Then when you go to pay, Amazon puts up a screen that says “Thanks! Give us your phone number and someone will get back to you. Or, just visit your local BackpackMart and show them the configuration you want.” Hell no! Amazon has perfected the frictionless checkout. Car markers haven’t, because they’re stuck with these worthless middlemen who provide no value to the process whatsoever.
The fact is, I don’t really even want to customize my car down to the stitching. I just do it because the interface on the website makes me do it.
