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I have a beater 2006 Honda CRV and Honda have sent me over the past year multiple physical letters, SMS and emails reminding me to take it in to get the airbag rectified. Very good effort on their part in making sure cars are affected. I didn't even have to register or do any work in order for them to contact me.
BMW on the other hand, deny there's any issue when enquiring about it months ago, but now are finally getting off their asses and getting something done. Pretty poor response in comparison to a 'lesser' brand.
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