BMW: Configurator is strong on brand but too layered

The BMW configurator works well across devices, delivering a modern and on-brand experience, but the customisation process feels overly layered, requiring multiple clicks through pop-ups.

The BMW configurator doesn't help to simplify BMW's complex lineup, and it is sometimes unclear what's included in different variants. The tool does offer appropriate calls-to-action at the end, though the 'find and buy' option is somewhat low profile.

Overall, BMW offers a reliable configurator experience that delivers on core functionality, but has room for improving friction and flow.