BMW launched the ‘Be in Good Hands’ campaign yesterday, an after-sales assault aimed at mitigating the problems and worries associated with maintaining and repairing its cars. The campaign includes several initiatives.
First up is the BMW Fast Lane Service. Similar to Mercedes’ Premier Express Service, Fast Lane Service will provide a range of standard services such as oil service, brake pads and brake disc change, wheel and tyre change and cosmetic repairs like glass replacement or denting within a few hours, so that the vehicle is back on the road as quickly as possible. Customers have the option of waiting in a lounge while this quick service is being carried out with access to the Internet, or test driving any other BMW vehicle.
Other initiatives include Mobility Offer, a free pick-up and drop service offered by all 35 service outlets within India, Fixed Price Offer, fixed cost packages for selected service bundles and BMW Service Inclusive, Service Inclusive Plus and Repair Inclusive which are service packages that cover maintenance, inspection, wear-and-tear and repairs and are transferable on to the next owner of the car. Fixed Price Offer is particularly useful for servicing older cars whose spares are rare and expensive, and the Inclusive packages serve to enhance the resale value of BMW cars due to their transferable nature.
The ‘Be in Good Hands Campaign’ will help alleviate the after-sales concerns regarding luxury cars like BMWs. Many potential customers are miffed by the high cost of maintenance and repairs related to owning luxury cars, and BMW is addressing just that with this campaign. If it manages to deliver on this after-sales promise, its customer satisfaction rates are bound to improve.