BMW Aftersales Program

Background

BMW wanted to keep car buyers from migrating to non-affiliated service providers after the end of their warranty period through customer loyalty to the Official Service and increased sales of BMW Original Accessories, Spare Parts and merchandising. They also wanted to improve their customers’ knowledge of the aftersales service, increase their satisfaction with it and modernise its image. The concept had to be flexible to highlight the range of services, while adhering to BMW’s tone and style and fitting within a tight budget.