BMW has launched ‘BMW Secure Assistance’ in Asia today, which they claim to be the best in class premium road side assistance. With BMW Assistance, dealers will be able to serve BMW owners with professional roadside assistance. To take care of service, the German automaker has 17 specially equipped X3 Customer Service Vehicles (CSV). BMW has lost market position to both Audi and Mercedes-Benz but isn’t able to reply back immediately with a product onslaught like its German peers. The company has thus chosen to focus on after market support.
The BMW X3 which will serve in roadside assistance is equipped with all the necessary features to take care of customer issues. The kitted vehicle has special tools, tyres and batteries (for jump start). To ensure its presence on the road, BMW has put reflective warning decals on the vehicle and the X3 can carry three passengers should the need be. BMW has trained its mechanics thoroughly to ensure they offer the best possible service to customers. High stress has been given to safety as well.
BMW also offers premium roadside assistance which is done in conjunction with Allianz Global Assistance (AGA). AGA monitors and decides the best mode of assistance by being a middle party between the customer and dealer. They take the decision whether the CSV is deployed or a flat bed vehicle is sent. With competition growing intense in the luxury car market, automakers will have to offer more than just well priced vehicles to win the hearts of premium luxury car buyers in our country.