Had to take my '08 335i in this morning for the dreaded long crank syndrome -- probably needs a new HPFP. When I got there, the service writer mentioned that they had just gotten a memo from BMWNA last Friday instructing them to scrap ALL the old-part-number pumps they might have in stock, and to order and install ONLY the new-numbered pumps, now made by Continental. The old ones were Bosch.

Just in case your dealer didn't get the word, don't accept a replacement pump with the old part number -- insist on getting the new one.

I guess time will tell if the new pump solves the repeated failure problems.