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Mostly it's peace of mind. You get to talk to a BMW rep in case of emergency or, God forbid, if you are in an accident they get the notification and they can summon the emergency vehicles to your position without you having to call 911. On top of this, they assist with flat tires and towing (and all mechanical failures) and you can even call them for directions and phone numbers. They will send that information to your Nav. There are other features, but you have to look them up, I don't know them all off the top of my head.
As well, the same features in a GM car will cost you twice the money (or so I've heard).
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