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BMW introduces company car driver loyalty scheme

A new ‘Inside Edge’ loyalty scheme is being introduced by BMW to offer a range of benefits and rewards to company car drivers.

It’s offered to anyone who drives a BMW through their employer, in order to ensure drivers don’t miss out on valuable brand benefits.

Drivers who sign up gain access to rewards and benefits across four key areas: My Work, My Journey, My Life and My World.

While the programme offers more usual perks such as a one-off reward from Costa, movie rental from Chili and the chance to win a range of prizes, it also enables drivers to benefit from thought-leadership content and business-focused benefits and insights.

This includes complementary access to global expenses management system Expensify – helping them to keep track of costs while on the road – and the Peptalk app, which provides playlists from some of the world’s best motivational speakers.

And Inside Edge members will be given access to a range of four-week online courses provided by the Shaw Academy on subjects such as leadership and management, digital marketing and project management and more. Completion of these results in a globally recognised Advanced Diploma.

Other benefits include 20% off the BMW Lifestyle range, 20% off Harmon Kardon products and the chance to experience other models in the BMW range.

BMW head of corporate sales Rob East said the new programme counters the traditional lack of brand engagement for company car drivers and ensures they don’t miss out on retail experiences.

“Company car drivers chose BMW with the same expectations as retail customers, yet their experience with the brand is entirely different, just because of the way they procure their vehicle,” said East.

“These drivers have reduced touchpoints with the brand from the time they order their car until it’s delivered to them; the idea behind Inside Edge is to change this and allow drivers to engage with us on their terms.”

The new service is already being piloted under a three-month scheme that began this month and will run until early next year. Feedback from fleet managers and company car drivers will shape the final programme, which is set to launch in 2021.

Written by Natalie Middleton

Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.

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