We have developed the e-commerce website as a BMW branded adequate online shopping experience. Integration into the existing online shopping world of BMW. Objectives: Active brand experience and enforced brand involvement; benefit from the created synergies of integrated on- and offline promotions and communication activities; create communication platform for introduction of new Golf collection; special promotion site with information on innovative Multi-Layer-System; improvement of usability and order process; increase in traffic, sales, retention. The website is aimed at adults aged 25 to 45.