BMW is to sell parts and accessories direct to consumers for the first time through a BMW Direct venture with eBay.
It wants to tap into growing demand from car enthusiasts for purchasing OE parts online, many of whom would not frequently visit a BMW dealership.
With its new store on eBay, BMW will sell merchandise and parts such as brake discs and car care products.
BMW is the first carmaker to open a store on eBay UK.
All items sold through BMW Direct are offered from stock with free postage and packaging and are covered by a full two-year BMW warranty.
BMW UK will handle the shop front of BMW Direct with the processing of orders being handled by BMW Park Lane in London.
Carl Sanderson, general manager of aftersales development, said: “As a premium car manufacturer, we are always interested in understanding customer preferences when it comes to buying products. We recognise that there are customers who wish to buy BMW products but do not necessarily want to travel to a BMW dealer to make a purchase.
“As such we see eBay as the perfect solution for them. By embracing this modern retailing approach, we believe we can engage with and satisfy a number of additional customers through what is a new retail channel for BMW.”
Motor parts and accessories is one of the most popular categories among eBay’s 96 million active users worldwide.
Angus McCarey, UK retail director of eBay, said: “eBay UK is home to over 100 leading brands who realise the added value an eBay shop brings, whether they are already selling online or not. There are over 600,000 searches for BMW every month on eBay and BMW will now be able to access this existing, yet untapped customer base, while increasing its reach to the millions of other consumers who buy and sell on the site.”