In a world where many carmakers are cutting prices, BMW says it has no interest in joining the price war.

The German group, whose brands include Mini and Rolls-Royce, also said its order book was filled into the first few months of next year. This gives the company plenty of breathing room as it focuses on boosting sales of electric vehicles.

As part of its revamped plant in Spartanburg, South Carolina, BMW is experimenting with customizing cars like Dell builds computers. The strategy is designed to take the slack out of the production process, reduce inventory carrying costs for dealers, and avoid the need for heavy rebates when a car doesn’t sell quickly. It may also boost customer loyalty, according to a study by J.D. Power and Associates.

Unlike most auto factories, which plan production several months in advance, BMW’s plants can build multiple models simultaneously and change them around to accommodate regional regulations and consumer tastes. This allows BMW to offer a broader range of options than its rivals and to tailor individual packages for each market. It also allows it to handle special orders, such as when a customer asks for extra pickles on a Big Mac.

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BMW’s plants are equipped to produce a variety of body styles, from the midsized three series to the 7-series luxury sedan. It will soon start production of a battery-powered version of the five series and plans to add an i5 Touring wagon to the lineup in 2024. It will also begin producing a new version of the i8 sports coupe, with a more extended range and seating capacity.

The company’s electric vehicle business has been boosted by the popularity of the i3, its best-selling model, and the demand for electric mobility as cities tighten emissions limits. BMW has sold 4555 electric cars this year, up 15.1% from a year earlier.

In a sign of how much the industry has changed, BMW is shifting to online sales in most European markets to reach younger consumers who prefer digital interactions. It will use agents as sales representatives to reach this audience rather than relying on dealerships that often need help to keep their cars in stock. The shift is expected to begin in 2024 for Mini, followed by the BMW brand in 2026.

The company forecast a solid fourth quarter and raised its annual automotive margin forecast to around 6% from 5.5%. However, it warned that some of the issues that caused a weaker third quarter would persist into the fourth quarter. Free cash flow was close to the level it had predicted in August, with BMW reiterating that it expects “stable to slightly positive free cash flow for the full year.” It has secured battery cell supply until 2025 and has signed contracts for production at suppliers, including Contemporary Amperex Technology Co Ltd and Eve Energy. It is exploring ways to reuse high-voltage batteries for new vehicles and has committed to using 95 percent of the material from used cells.