BMW has made its vehicle configurator available inside ChatGPT, allowing customers to build and compare cars through typed or spoken requests instead of working through the menus on its website.
The BMW plugin draws on current information from the carmaker’s configurator. A user can ask for a vehicle with specified cabin space, ground clearance, drivetrain or intended use, then narrow the results by running costs, performance, colour or all-wheel drive.
Configurations can be changed and compared during the conversation. Once a specification has been settled, ChatGPT can open it in BMW’s online configurator. The plugin can also find vehicles in dealer stock with similar equipment.
BMW said the service works on smartphones and desktop computers. Users can access it through ChatGPT’s Plugins directory and search for “BMW”. OpenAI replaced its previous app directory with the Plugins directory on July 9, 2026.
If a question falls outside BMW’s product database, ChatGPT may search the internet where web access is available and enabled. Vehicle recommendations themselves are based on BMW’s latest configurator data.
The company describes itself as the first carmaker to provide vehicle advice directly through ChatGPT.
The plugin turns ChatGPT into an initial sales assistant rather than completing the purchase within the conversation. Prices, equipment and vehicle availability are passed back to BMW’s own configurator for confirmation.
