I paid a little more than I should for both my '09 and my '13 1ers.
That said, I am treated like a king at my dealer. Their service is top-shelf.
I went in for a post break-in oil change, knowing that such an oil change would be on my dime.
They pointed out that they had a "special" going on on oil changes, and charged me the lower rate.
I'll take that kind of attention over a couple of hundred more off the selling price of the car.