A pre-booking platform for an ultra-limited edition
BMW M GmbH launched a limited edition of the BMW M4 Competition in collaboration with New York streetwear brand Kith. With only 150 units available worldwide, demand was set to be high. To manage this exclusive release, BMW M entrusted Arpeggio with creating an online pre-booking platform, available in seven countries: Australia, Austria, Canada, Germany, Japan, Poland, and Switzerland.
Arpeggio designed an intuitive platform allowing customers to configure their vehicle and reserve it by paying a deposit. Each country had tailored content — including forms, legal texts, and confirmation emails — all in the local language. For the US market, an API connection was established with local BMW websites, ensuring real-time synchronization of available stock.
The excitement matched the exclusivity: in just 30 minutes, all 150 cars were fully reserved. For customers who couldn’t complete their order, a registration form was provided to keep them informed about future BMW M news. To date, more than 800 enthusiasts have signed up — proof of the campaign’s strong impact.
It was the first time BMW M launched a pre-booking platform on such an international scale. Given its success, the brand is considering reusing this model for future exclusive releases.
