As the relationship between car and driver changes, so too does the relationship between manufacturers and their customers. To remain at the forefront of change in the 21st century, the BMW Group’s ambitions are defined as being an innovator of mobility services. One such industry first service that is being rolled out in Ireland is BMW FIRST, an aftersales subscription-based product that offers customers service related discounts and a range of car care offerings in return for a monthly fee.
For the first time BMW Group Ireland will also offer BMW FIRST customers first access to drive a range of high performance cars such as the BMW M2 Competition, BMW X3 M40i and the BMW 440i Gran Coupe for a small rental fee. This service* will be offered in two rotations, mid-week or at weekends and will be released to customers in a personalised manner.
There are three packages to choose from, with the initial contract-free “BMW First: Service & Repair” product commencing as low as €4.90 per month. This service includes large 20% discount on vehicle parts, servicing costs and repairs as well as value-added products including wiper blades and light bulbs plus regular health checks.
At a monthly fee of €14.90, “BMW FIRST: Car Care” provides customers with a monthly Handwash & Vac and premium exterior car wash, keeping customers’ vehicles sparkling new. Customers can also avail of unlimited top-up fluids and lubricants as well as a 5-cent discount on every litre of fuel at Circle K service stations.
BMW drivers can also upgrade to the “BMW FIRST: 2in1 Plus” subscription, which provides access to all BMW FIRST benefits for a monthly fee of €16.90. Customers of all BMW FIRST products will have exclusive access to BMW Group Ireland’s launches and events. The value of the products and services offered through BMW FIRST outweighs the cost of the monthly subscription. (See Table Below)
Speaking about BMW FIRST, Paul Sharpe Aftersales Director BMW Group Ireland said: “This BMW Group AG project has the potential to revolutionise how the company worldwide offers its future aftersales services to customers. BMW FIRST’s subscription business model is part of The BMW Group’s strategy to develop new business opportunities. We see the subscription model as a way to connect with customers and provide valuable services at a fraction of the cost that inevitably maintain the value and condition of the customer’s vehicle.”
There are currently over 500 customers signed up to this product and it is expected for this service to grow significantly in the short term. On the back of a successful trial period in Ireland over the past 12 months, the BMW Group have launched this subscription based model in Austria earlier this month. For more information about BMW FIRST log onto www.BMW-FIRST.ie.