BMW has launched a new scheme for company car users that the firm hopes will make drivers engage more with the brand and gain access to a range of perks.
Said to be the UK’s first company car driver loyalty scheme, the project aims to engage these drivers who usually can’t take advantage of benefits due to ordering cars through a leasing company or a fleet manager.
Inside Edge will be split into four categories – My Work, My Journey, My Life and My World, with programmes in place to offer exclusive partnerships and rewards to drivers.
BMW is also offering drivers access to “Expensify’ – an expenses management system that makes it easy to gather receipts – along with Peptalk, which is an app that gives access to motivational speakers.
Other perks include rewards from Costa, along with big discounts off BMW’s Lifestyle range and Harmon Kardon.
Rob East, head of corporate sales at 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.
“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 firm is currently carrying out a three-month pilot of the scheme, with hopes that a more extensive final programme will be launched in 2021.
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