Each and every BMW Customer is unique. He or she possesses an unmatched set of attributes and character traits that make up a quite distinct personality. BMW Individual lends expression to this uniqueness in exclusive and premium fashion.
Here customers can select from choice ranges of colour and material design to lend their BMW automobile a personal touch that goes well beyond the standard options. In this, BMW Individual sets benchmarks both inside and out. Everything BMW Individual offers reflects the peak of what is achievable technically and in terms of quality. What began in the 1990s with the creation of bespoke vehicles for Karl Lagerfeld, José Carreras and a host of royalty has since become a byword for outstanding quality, the fulfilment of the most exacting requirements and an unerring focus on the customer.
That is what BMW Individual has stood for for more than 20 years. The BMW Individual range is divided into two areas: the BMW Individual Collection and the BMW Individual Manufaktur. The BMW Individual Collection embraces equipment and fittings that are perfectly tailored to the various BMW model series, including exclusive paintwork finishes, high-quality leather upholstery and interior trims. Beyond this, customers can select specially designed BMW Individual leather steering wheels, wheel rims, Alcantara roof liners and technical features such as a cool box or extra reading lights.
The BMW Individual Manufaktur is not so much a place as an idea which is turned into reality on a daily basis. That idea is total customer orientation. Here special requests from BMW customers, which go beyond the BMW Individual Collection, take shape. Whether it is elaborate paintwork, unconventional materials or outré requests, the BMW Individual Manufaktur draws on its experience and craftsmanship to make every vision of exclusivity a reality – provided it does not conflict with safety standards, the brand character or legal requirements.
The Manufaktur also develops and completes special editions, show cars and market-specific special editions. BMW Individual was quick to recognise the demand for individualisation at the very highest level. More than 20 years of experience provide fresh daily inspiration and incentive for the BMW Individual specialists. The number of customised vehicles currently runs to some 20,000 a year, each representing the special quality standards, handcraftsmanship and design competence of BMW Individual.