BMW is trialling the launch of a company car loyalty scheme in an attempt to get drivers to engage with the brand more.
Called Inside Edge, the scheme is to run for three months and offers complementary access to Expensify, a expenses management system, to help keep track of costs while on the road, as well Peptalk, an app designed to give a daily shot of motivation through curated playlists from motivational speakers.
Members will also be eligible for one-off rewards from Costa, movie rental from Chili and competitions to win a range of prizes. 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.
The three-month pilot began in December 2020 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, BMW said.
“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 Rob East, head of corporate sales at BMW. “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.”