BMW Korea said on March 9 it is expanding its bespoke ordering service, BMW Individual, to let luxury customers more fully express their tastes and personalities.
Introduced in South Korea in 2024, BMW Individual allows buyers to customize everything from exterior color to interior materials and trim to match their personal style and lifestyle. The program attracted strong interest after its domestic debut, so BMW Korea is broadening the range of choices and adding pre-delivery perks to make the waiting period part of the ownership experience.
BMW Individual is available only on five flagship luxury models: the 750e xDrive, i7 xDrive60, i7 M70 xDrive, X7 M60i xDrive and the XM Label. Customers can configure a preferred combination of exterior color and detailing, interior trim, seat materials and colors, wheel designs and other options.
With the expansion, the number of possible option combinations increases from roughly 22,000 to as many as 300,000, significantly widening customer choice. BMW is offering 150 BMW Individual paint finishes across the models, enabling buyers to fine-tune subtle color and finish differences and precisely express a distinct personal identity on their vehicle.
BMW also introduced exclusive benefits during the order-to-delivery wait. Customers can take a same-series model on an extended loaner and receive invitations to events such as the BMW Excellence Lounge and the BMW Ladies Championship before their car is delivered. They can also sample BMW Excellence Club benefits—such as fine-dining vouchers—so they enjoy luxury-class privileges while waiting for their vehicle.
The handover process has been upgraded as well. A dedicated BMW Individual team of specialists inspects each vehicle before delivery, and cars are transported to showrooms in specially prepared enclosed carriers.
The BMW Individual program currently operates at seven showrooms nationwide. BMW Korea plans to expand participating locations in stages so more customers can experience the program.
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