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My dealer tried to sell a similar package, but it wasn't as attractively priced. They had it bundled with a tire and wheel damage package that worked out to about $4k. I told them where they could stick that.
A wheel is $230, a tire is a little more and the four year old 135i we traded in that had one small door ding, two small hail dents and three curbed wheels (my wife's car, she likes curbs) and they deducted a total of $250 on trade in for those things. The silly finance guy wasn't too sure how to explain how paying $4k extra would benefit me when $250 had covered the previous car.
For $400 though, I'd take that deal and avoid any sort of door protection stuff.
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