I can not recommend BMW Bank to high-income customers because APY of its checking and money market accounts is lower than APY you can get in other online banks
I can not recommend BMW Bank to low-income customers either because its checking account requires $1500 minimum average balance to avoid $9 monthly fee. BMW Bank does offer free bill payment and ATM rebates. However, many online banks offer free bill pay and ATM rebates with no/very small minimum balance requirement(State Farm Bank, Farm Bureau Bank, Bank of Internet, etc). BMW Bank offers this account with no online ACH transfers, email alerts, e-bills, online check images. You can get much better terms elsewhere. For example, the interest checking account of First Internet Bank of Indiana with $500 minimum balance requirement gives you free bill payment, ACH-in transfers, e-bills, email alerts, and ATM rebates.
Conclusion: there are online banks around that have much better checking products than checking account at BMW Bank.