As long as you drive a brand new BMW, you don’t actually need to worry about your car not being in the hands of certified technicians, as opposed to what it would be like if the 4-year/50,000 mile original warranty had already expired.
There are a couple of truths we need to consider while watching this spot, along with an easy-to-catch marketing ploy that we need to ignore, to some extent. First of all, let’s use the BMW X5 as a “prop” in this analysis, since that’s the car they went with when filming the commercial.
The X5 is by no means the cheapest BMW model you can buy. In fact, in the US, you’ll need to spend upwards of $53,900 in order to purchase one. That comes down to roughly $649 per month according to BMW’s US website, if you’re leasing the car and not including a down-payment.
Actually, scratch that starting price because not a lot of people are buying the rear-wheel driven sDrive35i entry-level model. The xDrive35i version, costs $56,200 and whichever way you look at it, it’s a lot of money.
So after the warranty expires on that type of vehicle, why would you take it someplace else other than a certified BMW service center when it needs some mechanical assistance? Sure, some might struggle with that dilemma because of personal (financial) reasons, but BMW wants you to know that you don’t need to make these types of compromises.
In the end, having certified BMW technicians working on your car does tend offer more peace of mind. Same goes for having the original BMW parts. However, while our superficial nature might be tempted by the “comfortable service lounges”, it should by no means reflect our reasoning when choosing where to have our car serviced.