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BMW Ultimate Service -- Married

BMW has long had an advantage over Mercedes-Benz and Lexus when it comes to maintenance and ownership costs that it has hardly ever advertised - free maintenance for the first four years of ownership. The secret will be no more as the company is about to unleash a major ad push behind the program known as BMW Ultimate Service.

The ads, done by BMW's ad agency, Kirshenbaum Bond Senecal + Partners, which took BMW's whole ad account assignment last August, are set inside a BMW dealership and draw on comedy to depict the surprise and even incredulity that four years of free maintenance comes with every new Bimmer. In one spot, for example, a woman thinks the promise of free maintenance is a come-on, and she reminds the salesman that she is married. In another spot, a man buying a BMW thinks he has to give the salesman sports tickets in order to get the deal.

BMW's marketing chief Dan Creed says the ad campaign, for which there are 27 different possible endings to the vignettes between salesman and customer, is timed right for a market of luxury buyers, which, though seemingly fully recovered from the economic death march of 2008-2010, is still looking for value along with their luxury.

"The expectation and widely held belief that BMW has very expensive maintenance costs is still a big factor in why people bypass us when shopping, and we think we have a very efficient way of changing that perception here," says Creed. "Mercedes, Lexus, and our other competitors don't have this, and we are going to use it as a meaningful point of difference."

Scroll down below for more on BMW's upcoming ads and to watch the videos.

Continue reading Olympics + 3 Series + Free Service: Enough for BMW to keep luxe lead in 2012?

Olympics + 3 Series + Free Service: Enough for BMW to keep luxe lead in 2012? originally appeared on Autoblog on Thu, 10 May 2012 15:59:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>bmwbmw adBMW Maintenancebmw servicebmw ultimate serviceultimate serviceThu, 10 May 2012 15:59:00 EST http://www.autoblog.com/feed/20234973/article-comments.xml http://www.autoblog.com/feed/2012/05/10/olympics-3-series-free-service-enough-for-bmw-to-keep-luxe/20234973/article-detail.xml 20234973 http://www.blogcdn.com/www.autoblog.com/media/2012/05/bmw-ultimate-service_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2012/05/bmw-ultimate-service.jpg <![CDATA[BMW introducing upgraded maintenance coverage... for a price]]>http://www.autoblog.com/2009/04/16/bmw-introducing-upgraded-maintenance-coverage-for-a-price/http://www.autoblog.com/2009/04/16/bmw-introducing-upgraded-maintenance-coverage-for-a-price/http://www.autoblog.com/2009/04/16/bmw-introducing-upgraded-maintenance-coverage-for-a-price/#commentsFiled under: ,



These days, all new BMW models sold in the United States are delivered with "BMW Ultimate Service." The package includes the BMW Maintenance Program, Roadside Assistance, and the New Vehicle Limited Warranty. In a nutshell, it means that fuel and tires are the only service costs owners of new BMW models pay for during the first 4 years/50,000 miles of ownership. In the past, BMW has allowed owners of certain models to "upgrade" and extend the term of the program, but not all vehicles were eligible.

As of today, the German automaker has announced that a "Maintenance Program Upgrade" will be offered for all BMW models (except the ALPINA B7). The program generously covers factory scheduled services and most wear items for up to 6 years/100,000 miles. However, it doesn't come cheap. The announced MSRP of the extension ranges from $1,395 to $2,995, depending on the model.

"BMW's Maintenance Program keeps vehicles well cared-for and more valuable in the pre-owned marketplace," says Alan Harris, Vice President of Aftersales for BMW of North America. "Our decision to make the six-year Maintenance Program Upgrade available to purchase for all BMW models makes it possible for more vehicles to remain under the care of an authorized BMW Center for a longer period of time." Reading between the lines, this an excellent way to guarantee consumers comply with the factory maintenance - keeping BMW's warranty repair costs low, and resale values high. Full press release after the jump.

[Source: BMW, Image: Michael Harley]

Continue reading BMW introducing upgraded maintenance coverage... for a price

BMW introducing upgraded maintenance coverage... for a price originally appeared on Autoblog on Thu, 16 Apr 2009 18:00:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>BMW MaintenanceBMW repairBMW Ultimate ServiceBmwMaintenanceBmwRepairBmwUltimateServiceRepair CostsRepairCostsThu, 16 Apr 2009 18:00:00 EST http://www.autoblog.com/feed/1519154/article-comments.xml http://www.autoblog.com/feed/2009/04/16/bmw-introducing-upgraded-maintenance-coverage-for-a-price/1519154/article-detail.xml 1519154 http://www.blogcdn.com/www.autoblog.com/media/2009/04/bmw_service_580_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2009/04/bmw_service_580.jpg -1 2