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SFBMW here. Only 300 under MSRP, regrettably. I ended up going with SFBMW because they are a DINAN certified dealership and I planned on getting a reflash and future work done. Figured I would build a relationship with the dealership.
Talked to the service manager last week and he said SFBMW is no longer doing DINAN flashes because of some "meeting in Florida" where it was apparently determined that the reflash is illegal in CA. He claimed all the BMW dealerships would be doing the same. My hunch is BMW will be offering a flash as a performance addon so they are ditching DINAN.
If I knew that I would have shopped around for a lower price. Oh well.
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