Having owned multiple BMW's I can say they are great cars. But the company uses the marketing trick of saying service is free, when in fact, they determine what normal service is, so don't really do much service to the car. BMW says the car can go 25,000 miles between oil changes, has lifetime coolant that never needs service, and they don't check the car out for issues until about end of the 4 years of free service .
Calling it "free service" actually is very misleading, so don't offer it. Let customers pay for service, and lower the price of the car