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It is no surprise that Dealers find it advantageous to provide loaners to their Buyers when the car is serviced. Think about it...
The pricing, the quality & availability of parts, and the general level of competence available at your local BMW Dealer's service center are all controlled via standards by the national distributor (BMW NA) and are independent of your status as a 'purchaser' or 'visitor'. So how does a dealership earn the business of the geographic region it's been allocated? And especially so if they feel they 'own' that region's business and choose not to be competitive on purchase price? Their only option, aside from the Designer Coffees at the hospitality bar, is the Loaner.
If you need a loaner (vs. a $40/day rental - Enterprise will pick up/drop off at your home), the dealer really does have a persuasive, attractive offer. If you negotiate on price when purchasing and consider some of the savings as 'payback' when it's time for service (which is what, 4 times in 50,000 miles?), the rental car doesn't sound all that expensive.
Jack
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