BMW India has introduced Privé, an exclusive luxury privilege programme, for its select customers. It offers benefits across travel, lifestyle, sports, adventure and special BMW ownership privileges throughout the world, writes Ammar Alvi.
BMW bosses admit that for them quality is the priority; be it the vehicles they engineer or the services they provide. Now, to give customers a better experience, the auto giant has developed the Privé platform to redefine luxury.
The programme features four main categories: Bespoke Travel, The High Life, Grandstand and BMW Privileges.
Bespoke Travel: Redefining luxury
Tailor-made for the avid travel enthusiast, this programme allows customers to enjoy special privileges across luxury hotels in Europe, Middle-East, Asia-Pacific and Africa. They can spend quality time at star hotels like the Banyan Tree Hotels and Six Senses Resorts, and can also explore various destinations in India. Customers can also enjoy ‘Out of Africa’, a South African safari by former Proteas cricketers, as a part of the programme.
The High Life: Ultimate style statement
With an array of tailor-made products, distinctive lifestyle experiences and culinary delights, the Privé celebrates the joy of success. High-end brands like Judith Leiber, Suneet Varma, L’Occitane, Quintessentially Lifestyle Services offer custom-made products and personalised services to BMW customers. They can also indulge in gastronomical delights at a number of Michelin star restaurants, where they will enjoy exclusive access.
Grandstand: On-field delights
The programme opens the door to world-class sporting spectacles such as Wimbledon, English Premier League and Formula One. It includes meeting international players. For customers who enjoy a rush of adrenaline, exhilarating adventure packages are on the cards as well.
BMW Privileges: Beyond the driving pleasure
Select BMW owner privileges such as dedicated Service Advisors for prioritised service, access to international events like BMW Golf Cup International, BMW International Open, BMW X5 Multiday Tour in Namibia and BMW Motorsports take the customer-orientation plan to another level.