Key findings
These are the most common accessibility issues we see on BMW's site type.
- Non-text Content (vehicle images/360 views)
- Keyboard issues in configuration tools
- Focus Order in multi-step builds
- Labels or Instructions (financing calculators)
- Contrast (Minimum) on pricing displays
Why Accessibility Matters for BMW
Luxury automotive sites with immersive visual experiences, 3D configurators, and AR features must ensure equivalent accessible experiences. Users with disabilities need equal access to vehicle exploration and purchase tools.
What this means
A score in the D range suggests there are likely barriers for keyboard and screen reader users. While this is not legal advice, it indicates potential ADA and WCAG 2.1 AA compliance gaps that could affect usability and increase lawsuit exposure.
Business impact
Missed conversions from users who rely on assistive technology, plus higher support costs from inaccessible flows.
Compliance impact
ADA lawsuits often cite WCAG failures like contrast, labels, and keyboard access. Addressing the top issues closes the biggest gaps.
Related resources
Keep exploring accessibility benchmarks and WCAG success criteria.
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