birdseye said:
No business would send out a Europe wide "recall" just to re-assure people...
As information today is rather global I don't think this is limited to Europe, that would be risky. And it isn't a recall.
...not least because it wouldnt re-assure. Plus the cost (BMW will have to pay the dealer for the inspection) wont be small.
Of course it will be expensive for BMW. Anything of this magnitude is expensive to a manufacturer.
They have already tried to inform through the media but since that wasn't enough to stop the criticism they must work the other way around and inform the customers directly about the issue. It will definitely still hurt BMW sales but if they can at least make sure that every current customer knows the BMW point of view they stand a better chance than if only (the somewhat biased

) Dr. ABS is the source of information.
BMW undoubtedly had to respond to owners and to do so with the insert to the manual (smart as a further protection against the bloodsucking legal industry) will result in a reasonable additional cost (only the letter) for the customers that aren't really too worried.
A free "safety check" is much more likely to raise questions than to settle them.
True, some people will be more worried by this but at the same time this action will also effectively use the resources on the worried (both pre- and post-letter-worried) customers. Apart from the actual check-up they will get them in contact with the dealer and thus be able to answer any outstanding questions personally (very important to some people) and maybe even sell them some more stuff...
Only the letter, without offering the check-up, would have been cheaper initially but would not really reach those that are worried, but perhaps not enough to seek a personal contact themselves.
The dealer further explaining the issue to you on the phone is also logical to avoiding the check for people that aren't very worried and settles with the explanation that you will have the same thing when the bike is being serviced. It would save BMW money, the dealer boring work and it is much easier for you, should you decide that you don't need the check now. I bet they didn't expect your reaction!
If they had a hidden agenda they'd either really want to get your bike in for some immediate action or they absolutely don't, not both.
I think BMW could have done better in clarity with this information, because lawyers instead of motorcyclists decide what it should say. But since you seem to more criticise the whole campaign, how do you think it should have been designed to be cheaper and still be as effective in targeting the worried customers?