What is the difference between an Authorized Automotive Service (ASO) and an Independent Service?

We have just bought our wonderful BMW, and we are full of excitement and admiration no matter how old it is or how many miles it has been driven. We feel honored because it is, after all, a premium car. After a period of admiration and fascination, there comes a moment when our vehicle starts “crying out” for help. Sometimes it’s a light displayed on the on-board monitor or dashboard, sometimes it’s sounds coming from around the engine, or in extreme cases it “refuses” to cooperate. The engine has died and won’t start.

We then begin the search for a professional who will take care of our beloved “boom”. After a while of searching on the Internet, we have a list of the closest services in our area, and actually the highest positioned on the web. Very often in the first positions of the list of services lead BMW dealers – holders of the largest advertising budgets and paid positions in positioning, further appear smaller players in the market of automotive services. However, search engine position should not be the only indicator of quality.

BMW in Poland and their servicing

The BMW concern has been present on the Polish automotive market almost since its inception. Traces of these iconic vehicles appeared during the communist era. Authorized dealers began to emerge in the 1990s, thanks to rally driver Adam Smorawinski, who was the general importer of BMW. Since 2003, the interests of the Bavarian concern are officially represented by BMW Polska sp. z o.o.

With the increase in the number of Beemers in service on the Polish market, the demand for servicing grew. The professionals were initially trained in Germany and later at BMW Poland’s training center. Some of them populated the emerging independent services. Authorized service centers used unfair ploys in response to the growing competition. They threatened drivers under factory warranty, about the loss of warranty if they used unauthorized services.

The turning point came in January 2013, when the EU directive on services provided by independent garages came into force. According to EU law(BER 330/2010 and MVBER 461/2010), a car owner can freely choose where to have his car serviced without losing the warranty. From now on, authorized and independent repair shops faced equal competition. It is on their expertise, customer service skills and diligence that the choice made by a BMW or Mini owner depends.

New BMW cars and packages of “free” repairs at ASO

After the EU directive banning harassment of independent service centers went into effect, vehicle manufacturers are coming up with ways to tie new car owners to their service networks. BMW’s BSI (short for BMW Service Inclusive) service packages are such a way. The package is added to the price of the vehicle, which is not always announced by the dealer. It is valid for a declared period, usually three to five years or for a mileage of no more than 150,000 kilometers. It can be extended for an additional fee to 200 thousand kilometers. The package includes “free,” i.e. prepaid, maintenance services, replacement of windshield wipers, filter oil, discs and brake pads.

New BMW cars are covered by a statutory warranty for a period of 24 months. If the owner wants to extend this period to a maximum of five years, it is mandatory to buy the BSI service package. This is how most buyers of new BMWs and Mini’s become tied to the ASO.

How does an authorized service center (ASO) work?

In an authorized service center (ASO), the standards imposed by BMW Poland apply:

• size of the dealership/car service center,
• location,
• customer service standards,
• number of service stations,
• dress code,
• wall and floor color,
• pattern of service documents,
• the type of diagnostic equipment.

The number of people employed at an authorized service center can be a big surprise to a BMW owner. Reception, customer service desks, waiting room, car washes, service and security are a staff of people working to maintain the standards thought up at headquarters. All this affects the rating, but also the price.

A BMW owner expects that an authorized service center, i.e. one operating under the wings of the manufacturer, will know everything about fixing beems. However, it is important to remember the limitations that such services have:

• the ability to install only original parts with the BMW logo
• investor-controlled and predetermined budget for the dealership/service center
• low profitability of certain types of repairs
• frequent employee turnover
• satisfaction surveys and mystery shopper inspections that raise operating costs

How does an independent service work?

BM Cars is an example of an independent car service. It is a several-person operation based on a solid foundation of the owners’ knowledge. Our service technicians have years of experience in ASO and have completed specialized training. We are passionate about the BMW brand and also devote our private time to it. We constantly follow the news, participate in training courses and develop our experience by repairing difficult cases. Here’s what sets us apart:

• the ability to install cheaper, but just as good replacement parts
• a private budget fully dedicated to the development of the service
• any type of repair is profitable for us
• consistent quality of qualifications based on the knowledge of the owners and rare rotation of mechanics
• openness to direct communication and attention to customer satisfaction through social media channels that do not increase operating costs

Independent services have full freedom to offer or limit services in their offerings. Our service center is one of the few that can offer the same standard of services as in ASO. We are a Business Partner of BMW Poland and thus have access to service documentation and specialized diagnostic tools. In addition, we offer additional services such as:

• a replacement car for the time of repair
• the same guarantee for the repair and all spare parts as in ASO
• clear and understandable repair documentation
• free drinks in the waiting room

Where to repair BMW cars?

As a driver, you have every right to choose the service. In the end, the most important thing is the BMW-proclaimed Joy of Driving. You will experience it only if your car is serviced properly, that is, according to the manufacturer’s recommendations. The choice of location is up to you.