BMW and Dealers Achieve Mutual Trust and Win-Win, Moving Together Toward the "New Generation"

In 2025, during the national "Quality Month," the theme of "Strengthening Comprehensive Quality Management and Promoting the Construction of a Quality Power" is being vigorously promoted across various industries in the country to solidify the foundation of quality and pursue excellence. BMW actively responds to this call and consistently incorporates the customer-centric service concept throughout its entire value chain quality management. As an important platform for empowering the dealer network, the 2025 BMW China After-Sales Service Competition Grand Finals, which successfully concluded on September 25, highlighted "Quality Month." BMW after-sales elites competed on the same stage, fully demonstrating BMW's firm determination to continue leading the industry's high-quality development on the path to a new era, ensuring that every customer can enjoy professional and high-quality service.

Talent engine is moving forward at full speed, cultivating the new generation."Service Team"

This competition attracted hundreds of dealers and nearly ten thousand after-sales service employees from across the country. For the first time, it was conducted at the store level, with full participation in regional selections. The competition topics were all based on real cases, ensuring that the results directly empower frontline work. The event included a mentoring program for regional managers, live online PK sessions, and knowledge sharing through digital platforms "BMW Learning Academy" and "Q&A," effectively streamlining business logic. Through innovative training and competitions, BMW has trained and selected nearly 4,000 service consultants with new energy certification and nearly 3,000 technicians with high voltage certification, providing strong backing for its new energy repair capabilities.

The competition is deeply integrated with the B.E.S.T. (BMW Education of Sales & Service Talent) school-enterprise cooperation project for the first time, marking a comprehensive deepening of BMW's talent strategy aimed at the "New Generation." B.E.S.T. is rooted in the German dual education system and builds a talent incubation platform that fully covers key frontline positions such as mechatronics, body and paint, new energy, service, and sales through a "classroom learning + dealership practice" mechanism. This platform reserves high-quality professional forces for BMW's new generation models and service network, consistently adhering to being a "long-termist" in customer service.

The "2025 Customer Experience Ambassador" selection and competition will be conducted simultaneously, focusing on key positions in frontline after-sales service. It aims to identify and honor those dealership employees who uphold brand confidence, practice "proactive customer care," and provide outstanding service to the new generation of users. This mechanism transforms the practice of "the power of role models" into a shared learning resource across the network, allowing customers to enjoy truly "people-oriented" attentive care.

The service process has been revamped, and customer care continues to be enhanced.

In the process of moving towards a new generation, BMW has elevated the service experience through the launch of comprehensive "proactive" care services: whether it is maintenance, hazard warnings, or accessory installations, proactive customer care services can intervene earlier and more actively. By providing proactive reminders through multiple channels, potential issues and risks are addressed at the front end, ensuring that customers have peace of mind regarding maintenance, accidents, repairs, faults, and rescue. The long-standing high standards and strict requirements ensure that "BMW Selected" original high-quality parts and accessories are durable, reliable, and safe.

Not only that, BMW continuously upgrades its digital services to create a seamless customer experience from online to offline. The use of innovative technologies brings customers closer, making them feel more convenient and making maintenance and repairs more efficient. Whether it's online appointment scheduling, pick-up and drop-off services, real-time vehicle maintenance updates in the e-workshop "chat room," or online payment, customers can remotely "control" the process with just a smartphone. The seamless connection between online digital tools and offline service processes saves customers time and effort.

Join hands with dealer partners to enhance the luxury service experience.

BMW empowers its dealers through multi-dimensional support measures covering key areas such as sales, after-sales service, and staff training, further enhancing the operational resilience of the dealer network. This enables dealer partners to focus more on improving customer service quality, striving to ensure that every service receives a five-star rating from customers.

At the same time, BMW is implementing a scientific and refined network layout planning based on the analysis of regional market potential and customer density, deepening long-term cooperation with partners to achieve sustainable development of dealer businesses and a dual enhancement of customer service experience. In the future, BMW will continue to work hand in hand with dealer partners to lead the luxury car service experience into a new generation.