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Premium carmakers Mercedes-Benz, Volvo and BMW are aiming to sell more standardised cars and services to boost profit margins and simplify the complex list of options for buyers — while also giving them the choice of a bespoke car if they want.
The move is partly aimed at attracting customers who might struggle with the ever-growing list of model variants, multimedia features and safety technology available in new cars, the companies said at the Paris auto show.
Volvo Cars chief executive Hakan Samuelsson said the trend to offer more choice in equipping cars was over-rated.
Samuelsson said Volvo had spent the past two years reducing the complexity of its vehicles to make life easier for buyers.
The approach to bring some order into the multitude of options for buyers is also being pursued at rival BMW.
Ian Robertson, BMW board member responsible for sales and marketing, said the new 4-series coupe was being offered with four different trims, and the i8 hybrid sports car was being offered in only three packages of options.
Standardising equipment also helped the market to gauge the second-hand value of a car.
"It helps customers with understanding what is available, that also helps with the residual values of the car and therefore the leasing rates," Robertson explained.
Standardisation is also a response to the polarisation of customer tastes in various countries.
BMW has, for example, stopped proactively offering manual transmission versions of its sports cars in markets such as the US, and tends to push four-wheel drive versions in markets such as Austria, Robertson said.Customers nonetheless have the option to order a bespoke, tailored vehicle if they want to, Robertson said.
Mercedes-Benz is also looking at ways to strike a balance between standardisation and custom building.
The growing number of model variants and the expanding range of trim, safety and multimedia options have, however, led Mercedes to simplify some of its offerings into brand packages.
Mercedes digital connectivity and some customer interactions with servicing and dealership personnel are now being bundled under the "MercedesMe" brand.
Because some clients like going through the detailed specification lists before ordering their new cars, Mercedes is making it easier for them to make decisions with the help of dedicated staff.
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