BMW Financial Services Launches Offers for Credit Cards

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BMW Financial Services NA, Woodcliff Lake, NJ, this month is scheduled to launch a mailing promoting its BMW Card, one of two credit cards the company recently introduced in the United States.


The company will mail 1.5 million pieces promoting its new credit card offerings to its database of BMW drivers, including owners and people who lease the luxury German automobiles and motorcycles.


BMW, which has offered personal financial services in Europe for about 20 years, in July unveiled its plans to offer credit cards, checking accounts and other personal banking services to customers in the United States.


The two credit cards -- the BMW Ultimate Card and the BMW Card -- are Visa cards that allow cardholders to earn points redeemable for BMW merchandise. The BMW Ultimate Card has the benefits of a Visa Signature card, and the BMW Card has the benefits of a Visa Platinum.


The company last month began rolling out a mail promotion for its BMW Ultimate Card.


The mailings will be phased in during the next several months, a spokeswoman for the company said. She declined to provide details about any segmentation or testing involved in the mailings.


The offer for the Ultimate Card includes a toll-free response number and a business reply card. The oversized envelope also includes a letter from Stefan Krause, president/CEO of BMW Financial Services; an invitation to apply; and a flier touting the benefits of the card.


The copy on the envelope and throughout the materials, such as "BMW performance that fits in your wallet," positions the card with the attributes customers traditionally associate with the company's vehicles.
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