BMW UK to use Vehicle Detection Technology for targeted warranty ads on billboards

Churchen · 12-24-2020, 12:15 PM

https://www.motoringresearch.com/car...d-warranty-ads

TL;DR - BMW is planning to set up a smart billboard that will scan your license plate and deliver a message on the billboard stating that your vehicle is out of warranty. The goal is to drive up warranty sales.

Is this playful fun or extremely poor marketing?

In the world where BMW is still dubbed as an endless money pit, I don't think this looks too good.

Tambohamilton · 12-24-2020, 12:22 PM

That is not cool. I am not OK with that. Tantamount to cold-calling.

Humdizzle · 12-24-2020, 12:32 PM

I'm surprised the billboard doesn't send a message to the i-drive saying "Crank hub failure possible, please see dealer for lease deals"

they are really wanting to drive up those lease numbers by making people who own their car for more than 3 years second guess their choice.

Chihuahua · 12-24-2020, 12:40 PM

Abhorrent. WTF is wrong with BMWs marketing department right now? Between this and 'OK Boomer', it seems like it's being run by complete assholes.

fiveohwblow · 12-24-2020, 12:46 PM

This ceo needs to not.

Work.
Exist.
Breathe.

Name it...

BBri89 · 12-24-2020, 12:54 PM

Surely anybody with a BMW older than 3 years knows the warranty has expired anyway.

Unless they bought it AUC less than a year ago, or already have extended warranty which you would think they'd know about.

What if they have an aftermarket warranty that covers them to the same level as BMW, for example warrantywise with a high labour rate allowance to cover main dealers.

Surely a billboard like that near traffic is a distraction anyway, and what's the chances of the driver actually seeing, rather than everyone in a surrounding area whilst the driver is busy watching the lights.

BBri89 · 12-24-2020, 12:55 PM

They'd be better off just posting a flyer to the registered address of every BMW in their database instead.

RugbyBro · 12-24-2020, 01:01 PM

Nothing will ever beat the look on the finance dept guy's face when I turned down the extended warranty.

Him: "but it's an M car, the brakes alone cost $4,000"
Me (having heard this BS many times): "Yes, it is a car and no the brakes do NOT cost $4,000"

Churchen · 12-24-2020, 01:02 PM

Quote:

Originally Posted by RugbyBro

Nothing will ever beat the look on the finance dept guy's face when I turned down the extended warranty.

Him: "but it's an M car, the brakes alone cost $4,000"
Me (having heard this BS many times): "Yes, it is a car and no the brakes do NOT cost $4,000"

Why did you opt out?

Tambohamilton · 12-24-2020, 01:12 PM

Quote:

Originally Posted by Chihuahua

Abhorrent. WTF is wrong with BMWs marketing department right now? Between this and 'OK Boomer', it seems like it's being run by complete assholes.

+1

All this sort of stuff just makes me embarrassed to own one.

NickyC · 12-24-2020, 01:25 PM

Send me back to the 80s please. Hell even early 90s well before all this ruinous shitty tech destroyed normal life.

..Rush.. · 12-24-2020, 01:39 PM

Fake news.

RugbyBro · 12-24-2020, 01:53 PM

Quote:

Originally Posted by Churchen

Why did you opt out?

I should clarify that the warranty and maintenance are usually packaged together in these "deals" - to that end, I do all my maintenance work myself and make/plan to make relatively minor modifications that would void a drivetrain warranty anyway. I guess I'm just saying I don't fall into the trap of "your car will explode without extended warranty" logic that these dealers try to sell.

NytWolf · 12-24-2020, 01:54 PM

United Kingdom

yes, yes, yes, it may spread to the States, but still ....

N8N · 12-24-2020, 01:55 PM

I'm still getting "we've been trying to reach you about your vehicle's warranty" calls even when my newest vehicle is 12 years old... BMW doing this kind of stuff is not cool.

I am actually a little annoyed at BMW of Silver Spring (formerly Tischer) - got a flyer in the mail about a "Takata airbag recall event" which was really just an excuse to get vehicles in and do a courtesy inspection - when I looked, the only open recall on my car was the blower motor connector.

XutvJet · 12-24-2020, 02:07 PM

We're now living in the movie "Minority Report".

No Boost · 12-24-2020, 02:11 PM

Quote:

Originally Posted by NickyC

Send me back to the 80s please. Hell even early 90s well before all this ruinous shitty tech destroyed normal life.

I'd settle for as recent as 2015 when BMW was still a globally respected and sought after auto company. Their new mission statement: abandon the enthusiast; embrace the numb-sensed masses.

Humdizzle · 12-24-2020, 02:22 PM

Quote:

Originally Posted by Churchen

Why did you opt out?

the house always wins with regards to extended/aftermarket warranties.

mousefarmer · 12-24-2020, 02:25 PM

Its England, the same place with cameras on every corner.

BBri89 · 12-24-2020, 03:11 PM

Quote:

Originally Posted by Humdizzle

Quote:

Originally Posted by Churchen

Why did you opt out?

the house always wins with regards to extended/aftermarket warranties.

Like any insurance.

383vett · 12-24-2020, 04:55 PM

The same guy that designed the upcoming huge grills thought this up.

Churchen · 12-24-2020, 05:13 PM

Quote:

Originally Posted by 383vett

The same guy that designed the upcoming huge grills thought this up.

I'm an outlier. I actually love the new grilles.

12-24-2020, 12:15 PM	#1
Churchen New Member 14 Rep 10 Posts Drives: 2020 M240i xDrive Join Date: Dec 2020 Location: USA iTrader: (0)	BMW UK to use Vehicle Detection Technology for targeted warranty ads on billboards https://www.motoringresearch.com/car...d-warranty-ads TL;DR - BMW is planning to set up a smart billboard that will scan your license plate and deliver a message on the billboard stating that your vehicle is out of warranty. The goal is to drive up warranty sales. Is this playful fun or extremely poor marketing? In the world where BMW is still dubbed as an endless money pit, I don't think this looks too good.
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12-24-2020, 12:22 PM	#2
Tambohamilton Brigadier General 3629 Rep 4,539 Posts Drives: E91 330d Join Date: Apr 2019 Location: Herefordshire iTrader: (0)	That is not cool. I am not OK with that. Tantamount to cold-calling.
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12-24-2020, 12:32 PM	#3
Humdizzle Brigadier General 6550 Rep 3,901 Posts Drives: 991.2 GT3 Join Date: Oct 2016 Location: Missouri iTrader: (0)	I'm surprised the billboard doesn't send a message to the i-drive saying "Crank hub failure possible, please see dealer for lease deals" they are really wanting to drive up those lease numbers by making people who own their car for more than 3 years second guess their choice. __________________ 2018 Porsche GT3 6MT 2023 X3 M40i Previous: Ferrari 458 \| R35 GTR \| F80 M3 \| F87 M2c \| E46 M3 \| E36 M3 \| Scion FRS
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12-24-2020, 12:40 PM	#4
Chihuahua Brigadier General 5475 Rep 3,667 Posts Drives: E30 329iS, E65 Alpina B7 Join Date: May 2012 Location: Nature Coast FL iTrader: (0)	Abhorrent. WTF is wrong with BMWs marketing department right now? Between this and 'OK Boomer', it seems like it's being run by complete assholes.
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12-24-2020, 12:46 PM	#5
fiveohwblow Major 3559 Rep 1,398 Posts Drives: F15, E46 & M3, F82 Join Date: May 2016 Location: Desert SW iTrader: (2)	This ceo needs to not. Work. Exist. Breathe. Name it...
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12-24-2020, 12:54 PM	#6
BBri89 Captain 517 Rep 749 Posts Drives: F31 320d xDrive M Sport Join Date: Jul 2020 Location: West Sussex, UK iTrader: (0) Garage List 2015 BMW 320d xDriv ... [0.00]	Surely anybody with a BMW older than 3 years knows the warranty has expired anyway. Unless they bought it AUC less than a year ago, or already have extended warranty which you would think they'd know about. What if they have an aftermarket warranty that covers them to the same level as BMW, for example warrantywise with a high labour rate allowance to cover main dealers. Surely a billboard like that near traffic is a distraction anyway, and what's the chances of the driver actually seeing, rather than everyone in a surrounding area whilst the driver is busy watching the lights. __________________ 2015 F31 320d xDrive M Sport (Plus pack) *My progress thread*
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12-24-2020, 12:55 PM	#7
BBri89 Captain 517 Rep 749 Posts Drives: F31 320d xDrive M Sport Join Date: Jul 2020 Location: West Sussex, UK iTrader: (0) Garage List 2015 BMW 320d xDriv ... [0.00]	They'd be better off just posting a flyer to the registered address of every BMW in their database instead. __________________ 2015 F31 320d xDrive M Sport (Plus pack) *My progress thread*
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12-24-2020, 01:01 PM	#8
RugbyBro Brigadier General 7364 Rep 3,718 Posts Drives: M3 Join Date: Jun 2019 Location: SF iTrader: (0)	Nothing will ever beat the look on the finance dept guy's face when I turned down the extended warranty. Him: "but it's an M car, the brakes alone cost $4,000" Me (having heard this BS many times): "Yes, it is a car and no the brakes do NOT cost $4,000" __________________ Current: E92 Prior: E46, F80, F82, F32
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12-24-2020, 01:25 PM	#11
NickyC Lieutenant General 22060 Rep 12,009 Posts Drives: M4 CS. Former G82, x2 F82, F80 Join Date: Nov 2010 Location: Jacked out of my mind iTrader: (24)	Send me back to the 80s please. Hell even early 90s well before all this ruinous shitty tech destroyed normal life.
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12-24-2020, 01:39 PM	#12
..Rush.. Captain 977 Rep 928 Posts Drives: AW E88 Join Date: Mar 2019 Location: USA iTrader: (0)	Fake news.
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12-24-2020, 01:54 PM	#14
NytWolf Private 22 Rep 58 Posts Drives: 2014 M6 Gran Coupe, 2016 X5M Join Date: Apr 2019 Location: California iTrader: (0)	United Kingdom yes, yes, yes, it may spread to the States, but still ....
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12-24-2020, 01:55 PM	#15
N8N Lieutenant Colonel 187 Rep 1,843 Posts Drives: 2009 E92 335i 6MT Join Date: Sep 2012 Location: Berwyn Heights, MD iTrader: (2)	I'm still getting "we've been trying to reach you about your vehicle's warranty" calls even when my newest vehicle is 12 years old... BMW doing this kind of stuff is not cool. I am actually a little annoyed at BMW of Silver Spring (formerly Tischer) - got a flyer in the mail about a "Takata airbag recall event" which was really just an excuse to get vehicles in and do a courtesy inspection - when I looked, the only open recall on my car was the blower motor connector.
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12-24-2020, 02:07 PM	#16
XutvJet Major General 7467 Rep 6,272 Posts Drives: 2011 Cayman Base, 2018 M2 Join Date: Mar 2016 Location: USA iTrader: (-1)	We're now living in the movie "Minority Report". __________________ They're lying to you.
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12-24-2020, 02:25 PM	#19
mousefarmer First Lieutenant 172 Rep 359 Posts Drives: 2007 328i, 2006 330i, 2012 335 Join Date: Apr 2019 Location: N/A iTrader: (0)	Its England, the same place with cameras on every corner.
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12-24-2020, 04:55 PM	#21
383vett Major 695 Rep 1,104 Posts Drives: 2018 X3 M40i, 2012 X3 Xdrive35 Join Date: Aug 2012 Location: Moraga, California iTrader: (0)	The same guy that designed the upcoming huge grills thought this up. __________________ 2016 Z06 Vette, 10.53@132 1984 Vette, 406, 10.23@131 2021 SQ5
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