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Don't need it and I'm fully capable of doing all routine maint on my cars, BUT...
Reallly cheap/lame move by BMW. First cutting enthusiast models to make room for more econoboxes and urban assault vehicles, then cutting R&D, then cutting transferable maintenance.
What's next? Non-transferable warranties. That is what is next. As it is, my service center feels more like a Honda service dept than it used to. I use Honda as an example as it was the manufacturer of my last car and the horrible memories of their service dept are still vivid.
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