Though BMW NA sets the guidelines, the dealer service experience seems arbitrary. My dealer is great. They've taken me and my wife multiple times outside of the standard service guidelines, even without an appointment on two occasions, and never charged us a single cent. Now, I've never gone for an oil change without the car prompting, but my wife had her diesel exhaust fluid changed before it was scheduled twice, so I'm sure they would operate under the same principle for oil.
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