Pretty upset about this... Poor marketing move IMO. Not like BMW was making enough money beforehand!
http://www.bmwusa.com/ultimateservice
"For model year 2015 or later vehicles sold or leased by an authorized BMW center on or after July 1, 2014, BMW Maintenance Program coverage is provided for the exclusive benefit of the initial purchaser, owner, or lessee of a new vehicle, sales demonstrator vehicle"