We carried out a study to discover when the key moments were for the customer as regards brands, in order to act accordingly and to create a personal relationship with the customer. We found that these moments are the actual purchase of the vehicle, delivery, the times the vehicle enters the repair shop, the expiration of the guarantee, the Technical Vehicle Inspections, and of course, the buyback. The creative elements and production of these components were designed for the introduction of the programme. Following this study, others were added such as direct communication, suggestions programme, advance package, etc. In order to secure the support of the dealers, all of the managers participated in a direct marketing course so that they might understand the advantages of this programme.

The BMW Loyalty Programme has been an unquestionable success from the start.We would like to highlight an Increase in the buyback rate of eight percent over three years (representing a marginal income of 14.4 million Euros). The rate in the year 2000 was 37%, while the buyback rate in 2003 stood at 45%. If we look at sales in 1999, nearly 21,000 vehicles left the floor, while in 2003, sales leapt to nearly 36,000. We would also like to point out a 12% increase in customer satisfaction over the last four years. A final bit of information worthy of mention is that BMW Ibérica wound up the 2003 fiscal year with a 9.4% increase in turnover over the year 2002.