CUSTOMER RETENTION PROGRAMME

Whitby, Ontario, April 10, 1997 ... BMW Financial Services (Canada) Inc.
announced today the launch of an innovative customer retention programme
designed to provide customers with industry benchmark services throughout the
BMW lease experience.

The new BMW FS customer retention programme takes customers step by step
through the life cycle of their lease with quality information and advice for
the entire lease period and empowers the customer to make an informed and
well-thought-out decision at the end of their lease term.

The core element of the new programme is the BMW Pre-Approval Card, an absolute
innovation on the leasing market in North America, which allows eligible
customers to enter a lease or loan agreement with BMW through authorized BMW
dealers across Canada without any further credit approval. The personalized BMW
Pre-Approval Card sets no limits to monthly payments and applies to all BMW
models. Customers with a positive credit history with BMW FS (Canada) Inc.
automatically receive the Pre-Approval Card three months before expiry of their
lease agreement.

Regardless of whether they qualify for the Pre-Approval Card, customers are
advised of their lease-end options and encouraged to take advantage of BMW's
full array of finance products.

"As BMW Financial Services moves toward its fourth year of operation, many of
the customers' leases will soon reach their maturity. It is the right time to
be proactive and reward the loyalty of our customers", said Eberhard Schrempf,
President of BMW Financial Services (Canada) Inc. "With the Pre-Approval Card
we would like to show our customers how much we value their business and the
trust they put into our organization and our products."

The attractively styled Pre-Approval Card has the dimension of a credit card
and features one of BMW's famous Art Cars, the 5 Series painted by the Japanese
artist Matazo Kayama.

The Whitby-based company said that internal market research has clearly shown
that an overwhelming majority of BMW customers think the Pre-Approval Card is a
value added service and look forward to its introduction.

"The objective of BMW FS is to provide the highest quality service in the
automotive financing industry. The introduction of this customer tailored
retention programme is a quantum leap in the accomplishment of this objective",
Eberhard Schrempf continued.

With this programme, BMW Financial Services would like to further improve its
service to BMW dealers and to customers and develop an ongoing dialogue between
the customer, the dealership and BMW.

BMW Financial Services (Canada) Inc. is a captive finance company, offering
comprehensive service to BMW dealers and customers. Since the company was
established in 1994, it has experienced rapid growth reaching a total lease and
loan asset value of approx. $162,00 million in 1996. BMW FS (Canada) Inc.
serves approximately 5,180 consumer lease and retail financing customers.