In a bid to strengthen its aftersales aftermath, BMW India has introduced a program called ‘BMW Joy Rewards’. As the name suggests, it has been designed to put a smile across the faces of BMW customers. How? Before we get to that, let’s answer this question first – which BMW customers? The program is for those who own a BMW car for at least five years and no, buying a five-year-old used model will not cut the cake.

Clear? Right then! Time to answer how. The program is primarily designed to reduce the strain of maintenance costs which, as the car gets older, only sour. So, every time an eligible car enters an authorised BMW workshop, it is entitled to waivers ranging between 14 per cent and 30 per cent on service cost and select parts. BMW India says that the benefits will increase over years of ownership and will have a direct impact on maintenance costs.

Here’s what Hans-Christian Baertels, who is the acting president of BMW Group India, said about ‘BMW Joy Rewards’ in a press release:

Sheer driving pleasure is guaranteed when you own a BMW. We make ownership a rewarding experience throughout the vehicle’s lifecycle. With the introduction of ‘BMW Joy Rewards’, we are setting a new benchmark in the luxury automobile segment. The programme will substantially bring down the cost of maintenance as the car matures. Coupled with the unbeatable quality of BMW aftersales service, it will provide greater value and peace of mind to our customers.

Obviously, there are some ground rules to avail the benefits of this aftersales program. The waivers can be availed on select parts and labour charges, covering services under Condition Based Service (CBS), battery replacement, select suspension parts, front and rear brakes, brake fluid, spark plug, air filter, fuel filter, engine oil etc.

So, there you have it. A welcome initiative by BMW India to lower the stress of maintenance costs on older cars. We think that this step can help the company to not only retain its customer base but also draw the attention of those who drive a car in the same segment. What do you think? Let us know in the comments below.