In "traditional" car buying that was in fact not very different.
First comes the idea: "I want a BMW 320i."
Then, prices check.
Ok, "I want a 325i".
Next: lets have a look - configurator.
- this and that
- and bigger tires
- and so on.
This may take a few weeks. And then, you decide to really buy a new car (it can then still be any car - as long as it is a BMW 325i...)
You look at youtube every evening (and you don't look for "BMW 325i issues" but for "BMW 325i after 200'000 miles ..." which hunts for success stories by filter ...
Next: Go to the dealership.
Get advice.
Result:
- still a 325i (which was clear).
- color changed to metallic
- test drive (pure formality)
Back home, another two weeks to sleep about it (again: a formality, part of the ritual).
Back to the dealership:
- some final ritualized price-negotiations. You get footmats for free, and a 3% rebate, and a coffee. You'r so happy, "A GOOD DEAL!"
- signing contract
The rest is as usual: wait and then pick up the car.
A closer look reveals: Only the test drive is different from the Grenadier order. And that was a pure formality as it was already clear that it would be a BMW. The rebate negotiations, the coffe and the footmats are as well missing at Ineos - but that's it.
The only difference is:
- We all know what a BMW 32x is.
- We sat in one before.
- We drove in one before.
- And the new model can only be better.
Ineos has in a "coup de main" disruptively changed the market. Because in fact, most of the customers have subconsciously decided long ago, even in traditional business. Having a test drive is more a ritual than than decisive. The process of deciding is a long procedure which matures over weeks and months, it happens noiselessly until the day things get real. They do so in small steps: You look at the extras, the color, the particular edition. And with each single step you are a step closer to your (already made) decision since your decision horizon gets narrower with each single step.
And at the end of the day it is almost impossible to do something different than to buy it. Be it with or without having seen the car before.
I do in fact know quite some people which order the successor to their current car long before it is actually there.
I am perhaps a bit old school. 70K is not a bargain, and I have always been careful with such decisions. So I follow the ritual of "sleep on it a bit" .
But to be honest: I have long since decided.
Only, I can't buy without having my wife aboard.