Regardless of how industries express their attitudes toward internal competition, people cannot deny that the increasingly intense competition has become an important driving force for the improvement of automotive quality. As major automakers ramp up their R&D efforts and continuously enhance product technology and manufacturing processes, the quality of vehicles has significantly improved in subtle ways.
The latest research report from Car Quality Network indicates that the automotive quality performance index for 2024 is 22.13, representing a 43% decline compared to last year. This index is calculated by multiplying the number of issues and complaints, with a smaller value indicating better quality performance.
On the other hand, when a vehicle’s “leading position” and “strongest in its class” become its “basic qualifications,” yet customers are informed at delivery that only “OTA” upgrades can achieve such capabilities; when lifetime warranties and national guarantees become promises made by manufacturers at new product launches, but quickly become covered up after an accident—just as the report highlights, the two modules with the highest promotional efforts, namely “smart cockpit” and “driving systems,” are also the ones with the poorest quality performance.
The automotive industry is waiting for companies that possess the right values and a genuine sense of responsibility to break the shackles of homogenization and bubble-like competition, fostering healthy industry development.
If such a team exists, then BMW must certainly be a leader among them. Unlike most manufacturers that focus only on pre-sales and marketing strategies, this German luxury automobile manufacturer has long recognized that delivering a new vehicle is a crucial moment to showcase corporate responsibility and values.
Most BMW owners are initially attracted by the joy of driving. Whether it’s the exhilarating performance of M Power on the race track, the rock-solid stability of the xDrive system on everyday streets, or the perfect balance in the “G generation” products across six dimensions, all evoke admiration. However, what truly transforms BMW users into “Bimmers” is not just the allure of their models, but also the comprehensive and considerate lifetime support.
Prevention is better than repair, nipping faults in the bud
On September 23, BMW launched the “BMW Safe Travel Support Program.” The purpose of this program is to provide over 7 million customers in China with a worry-free, hassle-free, and reliable driving experience through services that exceed expectations. This reflects BMW's unique understanding of automotive service in the new era.
As the saying goes, prevention is better than treatment, and this applies to automobiles as well. BMW’s service philosophy emphasizes early and proactive intervention when minor issues arise, eliminating problems and risks at the front end, rather than waiting for small issues to escalate into major faults before conducting repairs. By transitioning from a “passive” to an “active” approach, customers can enjoy peace of mind regarding maintenance, accidents, repairs, faults, and rescue.
With the increase in vehicle mileage and age, BMW introduced the Conditional Base Service (CBS) maintenance service system, allowing maintenance to be carried out according to the time or mileage indicated by the CBS. Using sensors and a powerful computing system, it assesses the maintenance needs based on vehicle mileage, climate, and parts, ensuring precise scheduling for the next maintenance. This is what’s known as “one vehicle, one condition,” affectionately referred to by car enthusiasts as “nanny-style service reminders.” With CBS, owners can avoid the rigid practice of servicing based solely on fixed mileage; all maintenance tasks are arranged according to actual conditions.
Enjoy services without leaving home
For BMW owners, once service starts, there’s no need for them to lift a finger. For vehicles in need of maintenance, BMW offers a free pick-up and drop-off service within 50 kilometers, essentially enabling every user to enjoy services from the comfort of their home, thanks to BMW's extensive dealer network across the country.
Moreover, if a rare breakdown occurs on the road or other questions arise, simply call the BMW Roadside Assistance Hotline at 400-812-9999 or the BMW i Roadside Assistance Hotline at 400-802-9999, and a professional will arrive on-site to inspect the vehicle. If the problem cannot be resolved on-site, BMW can also provide professional towing services.
During maintenance or repair services, BMW employs a “transparent kitchen” concept similar to that of restaurants, allowing users to stay updated on the progress of their vehicle's repair through the My BMW App's chat feature. Customers can interact and communicate with service advisors and technicians at any time, achieving a seamless connection between online digital platforms and offline service processes. Furthermore, even if users are not at the dealership, they can still keep track of all developments through the app.
Stringent standards for worry-free quality
BMW’s corporate sense of responsibility is undoubtedly reflected in its services, and in the critical aspect of parts quality in after-sales service, BMW consistently adheres to the rigorous standards typical of German companies. By utilizing "BMW Selected" high-quality original parts and accessories, it ensures durability, reliability, and safety, guaranteeing customers a worry-free traveling experience.
For example, regarding the only contact point between the vehicle and the ground—tires—BMW collaborates closely with exceptional tire manufacturers, selecting and rigorously testing tires to ensure that all BMW star-certified tires fit the overall concept and design details of each BMW model. Only when tires provide typical BMW handling and meet the stringent BMW standards in all tests are they eligible for the BMW star mark.
Having long been deeply rooted in the Chinese market, BMW, as a leader among luxury brands, has always carried a profound sense of responsibility. In the pursuit of safety and quality, BMW has never set limits, consistently striving to provide an outstanding product experience. Additionally, in after-sales service, BMW maintains stringent standards, starting from every detail to ensure that customers receive the most thoughtful service.
Whether it’s through expert repair techniques or efficient service processes, BMW aims for perfection, allowing every owner to experience personalized luxury, truly embodying comprehensive care as a luxury brand.