In a bid to keep its most profitable clients – read: biggest spenders – loyal, BMW has begun offering perks that money can’t buy. It works like this: when you buy a 7-series, you automatically become a member of the BMW Excellence Club (only offered in Germany so far), which entitles you to attend exclusive events like skiing with two-time Olympic ski gold medalist Mittermaier, a private golf tournament ahead of the BMW International Open and an evening at silversmith Robbe & Berking hosted by German television celebrity Thomas Gottschalk and catered by Michelin-star chefs. Pretty neat, eh?
Source: Bloomberg
