The brief from BMW was to re-design the existing BMW site, bringing it in-line with new corporate identity, whilst still reflecting it's existing brand qualities. As a major customer touch point, the BMW website needs to be consistent with other medias, and communicate the 'ultimate driving experience'; to be a site that is not a stand-alone product but an extension of the existing product offering. The BMW needs to be an indispensable tool to existing and potential BMW owners.Every aspect of the site needed to reflect the values of Exclusivity, Quality, Performance and Technology.BMW's values set a high standard for site development. The challenge was to provide every visitor to www.bmw.co.uk with a complete BMW experience, irrespective of whether they are a current owner, or position within the purchase cycle - the user experience should be consistent.The site combines high usability, style and functionality to provide visitors with information and applications at every stage of the site; from home page to data capture forms, ensuring maximum user experience.