Inside Edge: BMW company car drivers club pilot goes live

Inside Edge, a company car driver loyalty scheme, has been by launched by BMW to give business drivers more of a retail experience.

Feedback from fleet managers and drivers will be crucial to the future of the scheme, with the pilot expected to finish early next year, before the full programme is rolled out in 2021.

BMW believes that company car drivers who order through their fleet manager or leasing company have limited opportunity for brand engagement, something it says will change for drivers who sign up to Inside Edge.

BMW’s head of corporate sales, Rob East, explained: “Company car drivers choose 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.”

East says that, as a result, drivers have “reduced touchpoints” with the brand from the time they order their car until it is delivered to them.

“The idea behind Inside Edge is to change this and allow drivers to engage with us on their terms,” added East.

BMW first revealed it was intending to launch the new club for company car drivers with BMW and Mini vehicles in October. 

Once enrolled on to Inside Edge, drivers gain access to rewards and benefits across four key areas: My Work, My Journey, My Life and My World.

There is free access to Expensify, the global expenses management system, to help manage receipts and reimbursement for business trips.

Inside Edge members will also have access to a range of four-week online courses provided by the Shaw Academy.

Courses include leadership and management, digital marketing and project management and more, completion of which results in a globally recognised Advanced Diploma, says BMW.

Inside Edge also includes Peptalk, an app designed to give a daily shot of motivation through curated playlists from motivational speakers.

Other benefits include 20% off the BMW Lifestyle range, 20% off Harmon Kardon products and the chance to experience other models in the BMW range.

Finally, BMW says members will have access a one-off reward from Costa, movie rental from Chili and competitions to win a range of prizes.