Well, At Least it Wasnít COVID: BMW Kills European Delivery Program in America

by Bimmerfest.com Member - BimmerFest Staff on May 8, 2020, 1:36 pm
Doesn't it feel good to blame something familiar like SUVs for the downfall of a fun program like BMW's European Delivery Program instead of the existential threat that has been dominating the news cycle?

"After carefully evaluating the changing BMW U.S. customer preferences towards*U.S.-built X vehicles*and the declining interest in the European Delivery Program, BMW has made the decision to bring the U.S. market European Delivery Program to a close in the Fall of 2020," a company spokesperson is quoted as telling*The Drive.

Sadly, that means that if you want to go to BMW Welt in Munich, you'll have to go on your own dime and rent a car-instead of having it all folded into the price of the car.

A post within our own forum has already registered its displeasure at the cancellation.

"BMW NA is making a HUGE mistake here. Brand purists and legacy customers will feel saddened and dismayed at such a seemingly nearsighted move," the post by ccnaugy53 starts. "BMW is a dynamic and consumer responsive company.
If you are dissatisfied with this decision let BMW know. They do listen very seriously to consumer feedback: [email protected] or [email protected]"

Fortunately, there is still an alternative. The Spartanburg delivery program invites BMW customers to take part in on-track and in-class instruction at the BMW Performance Center in South Carolina and gives customers a tour of the factory.

Hopefully, that helps. If not, we can try blaming millennials for something to really make it feel like the before times. Damn millennials, killing the COVID-story industry.

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4 responses to Well, At Least it Wasnít COVID: BMW Kills European Delivery Program in America

Dave 20T commented:
May 8, 2020, 2:08 pm

I do not consider BMW Performance Center in South Carolina as an alternative. I consider it different but not a substitute.
jadnashuanh commented:
May 11, 2020, 4:30 pm

I don't know what proportion of cars being sold today are custom ordered, but that may also be a factor...US customers tend to not want to wait very long. There's another issue, too, in that many of the vehicles will be sold as either EV or hybrids, and the power port is different making an EV purchase require either swapping that port upon import back to the US, or use of an adapter, that might be problematic. That's one reason why you can't get the i3 for European delivery.

I've done the European delivery once, and in a way, got double duty with having it delivered to SC rather than my dealer on the way home.

The US has a long history of moving towards trucks and SUV's, and, for BMW, most all of the X-series is made here, so European delivery isn't a real choice.

Personally, though, I don't see why it would be that big of a deal to retain it. They may not that much volume to be able to get the discounted airfares, but that doesn't really seem like a big deal. I used it only because I wanted their no charge change in case something came up to delay things, but with the competition today, and optional travel insurance, I think you could come out at a similar price should you do it on your own. The free admission to the museum is a no cost item, really, as is the free factory tour. The chit they give you for meals in the Welt isn't anything significant. From what I understand, the dealers liked it because they got a sale, but no impact on their available allocations.
imtjm commented:
May 15, 2020, 11:39 am

the consumer feedback email [email protected] probably should be fixed to correct the misspelling of customerrelations. Aside from that, does the ED program actually cost BMW anything? Minor admin costs which are rolled into the program anyway. Don't understand how a net zero cost program needs to be cancelled.
pistolpuma commented:
May 15, 2020, 9:57 pm

Silly move. First they cut the warranty and now this. I'm not happy.