A survey of negative feedback from multiple online platforms reveals that even a premium brand like BMW is grappling with recurrent criticism that undermines its reputation. One of the most frequently cited issues is poor after-sales support and service experience, with owners complaining about unresponsive dealerships, unresolved warranty claims, repeated return visits for the same defects, and a sense that complaints fall on deaf ears despite premium pricing and expectations of accountability, leading to deep frustration among buyers. Complaints about high maintenance and repair costs are widespread, with many drivers noting that routine upkeep and parts replacements – particularly outside warranty – are far more expensive than expected, creating a perception that total cost of ownership is disproportionately high relative to reliability. Reliability and build quality concerns also recur, from reports of electrical gremlins, infotainment glitches, fuel system and cooling issues to sunroof leaks and repeated defects requiring multiple service visits, feeding the narrative that BMW’s complex engineering often translates into more frequent repairs and breakdowns than competitors. Another significant source of discontent stems from software and technological faults, where post-update malfunctions in critical systems such as braking, safety features and iDrive interfaces have been linked to unsafe driving conditions and long resolution timelines. Additionally, BMW’s recent push into paid subscription features for functions that some feel should be included with the vehicle has sparked a broader backlash over monetisation strategies that many customers view as nickel-and-diming buyers of an already expensive product. To address these core challenges, BMW could strengthen its dealer and customer service protocols with clear accountability and escalation paths, offer more transparent and fair pricing for repairs and optional features, improve quality control and testing to reduce common mechanical and electrical failures, provide robust safeguards and communication around software updates, and reassess subscription-based feature models to better align with customer expectations for value and ownership experience.