"Vehicle Maintenance as a Subscription Service" BMW Industry First Launch

[Asia Economy Reporter Choi Dae-yeol] BMW Korea launched a subscription-based vehicle management program, ‘BMW Service Care Plus,’ on the 25th. As the first product of its kind in the automotive industry, it primarily targets customers whose vehicle consumables management warranty period (BSI) has ended and whose vehicles are over 6 years old since delivery.

The program consists of two membership options: Standard and Premium. Customers can choose to add the powertrain warranty as an optional feature. This allows users to receive vehicle management services at their preferred time, enabling convenient use without worrying about vehicle maintenance during the subscription period.

The Standard membership includes engine oil and oil filter replacement, a 15% discount on general repairs, one service coupon worth 30,000 KRW, and a pick-up and delivery service. All services can be used once per year during the subscription period. The Premium membership includes brake pad and disc set replacement (choice of front or rear), engine oil and oil filter replacement, a 25% discount on general repairs, brake fluid replacement, microfilter replacement, one service coupon worth 70,000 KRW, and pick-up and delivery service.

By adding the warranty option, repair costs related to the engine and transmission within the coverage can be covered up to a maximum of 10 million KRW. However, this option is only available for vehicles between 6 and 8 years old since delivery and with mileage under 180,000 km. Pure electric vehicles, high-performance M series vehicles, and commercial vehicles are not eligible for subscription. The warranty option cannot be purchased separately without subscribing to either the Standard or Premium membership.

Prices vary by model; for example, the mid-size sedan 5 Series costs 149,000 KRW for the Standard membership and 949,000 KRW for the Premium membership. The powertrain warranty costs 569,000 KRW for vehicles 6 years after delivery. Previously, the company operated a subscription-based vehicle management service pilot program in 2020 to gather feedback from domestic consumers and prepared for the official launch. Since Korea is the first market within the BMW Group to launch this service, there is potential for benchmarking in overseas markets as well.

To commemorate the launch of this subscription product, a promotional event offering prizes such as hotel accommodation vouchers and meal coupons will be held until the end of July. Jung Sang-cheon, Head of BMW Group Korea, stated, "We expect this to become a successful case of customer care and AS digitalization in markets worldwide."

This content was produced with the assistance of AI translation services.