Two-tier ownership program moves dealer-owner relationship to the next level
Designed to ‘further elevate’ its customers’ ownership experience, BMW Group Australia has introduced the BEYOND aftersales program for its premium BMW and MINI brands.
BEYOND is a two-tiered aftersales approach, with ‘Tier 1’ benefits being complimentary to owners purchasing a BMW or MINI vehicle from an official dealer.
This tier includes the familiar three-year unlimited-kilometre warranty with roadside assist, access to BMW’s emergency call facility and full use of dealership café facilities, including WiFi access, with a view to building lasting positive partnerships between dealer and customer.
A BMW spokesperson said: “Our dealers are committed to delivering a premium experience and ambience befitting of the BMW Group brands.
“One example of this is at (BMW-owned) BMW Sydney, where a luxury lounge and café awaits our customers complete with barista coffee, ample space for work and a soundtrack to match the atmosphere of the facility.”
Additionally, Tier 1 customers gain access to a range of digital services via the ‘My BMW App’ or ‘MINI App’, which deliver real-time vehicle updates and allow certain vehicle functions to be remotely controlled. For PHEV and EVs there is further information around battery charge state.
Upgrading to Tier 2 is achieved by purchasing either a BMW or MINI Service Inclusive package, each brands’ take on capped-price servicing, with upfront payment.
Where Tier 2 really adds customer value is in the 20 per cent genuine parts discount at BMW workshops.
For an additional annual charge, customers can access a range of ‘Vehicle Care’ and ‘Vehicle Detail’ packages, priced as follows:
- $120 Vehicle Care gives three express car washes
- $240 Vehicle Care Premium ups that to six
- $500 Vehicle Care Premium Plus provides 10 express car washes and a ‘cosmetic repair voucher’
- $250 Vehicle Detail provides one express detail and a complimentary home vehicle care kit
- $500 Vehicle Detail Premium ups that to two express details and the home vehicle care kit
- $600 Vehicle Detail Premium Plus adds a cosmetic repair package to the above
The above services are carried out to by trained BMW dealer staff and using approved products.
Finally, the BEYOND Explorer package offers a more lifestyle-focused option. For a $449 annual fee, customers are able to rent the following Genuine Accessories from their dealer, for up to 12 days per annum:
- 320-litre roof box
- 2 x Touring bike holders
- Ski and snowboard holder
“Our aim is to significantly expand outside the simple process of bringing your car in for a scheduled service,” said BMW Group Australia’s General Manager of Aftersales, Dr. Reiner Meierbeck.
“Working together with our dealer partners, BEYOND allows us to build a deeper connection with our customers by bringing them closer to BMW and MINI with bespoke services that complement their lifestyle.
“Our new Vehicle Care and Vehicle Detail packages allow customers to have their vehicles cleaned and detailed to an extremely high level, and Explorer is ideal for those who need the practicality of accessory use but don’t necessarily need or want to own something that could take up space in the home or garage the other times of the year,” Dr. Meierbeck said.
This initial BEYOND roll-out is said to be the ‘tip of the iceberg’, according to BMW, with further packages and tiers to be added as part of a long-term customer-dealer relations strategy that is responsive to customer feedback.
“In the near future we will introduce some very exciting developments for BMW and MINI BEYOND designed to enrich the experience of owning and driving all our vehicles to even higher degree, including our new line-up of fully electric models,” Dr. Meierbeck added.
