You send a certified letter, saying "I am exercising my rights to 'lemon' this car". THAT gets their attention. Then once you have their attention, you request whatever it is you want.

(call them up and say "I am sending a lemon request, could you give me a street address for delivery as well as s fax number?"... they will then try and draw you into the old "tell us your problems, we'll promise to look into it" story...refuse to engage, press for an address and fax number. You will then be escalated to the serious people in the group- at THAT point you can decide 'will I give them one more shot or will I lemon?' And dont get too caught up in the legalities of lemoning-this is a tool to get their attention.)

Expecting that you will magically call or email a person that will give you a new 5 series loaner and Fedex parts isnt going to happen.... I can give you the name, email and phone number of the BMW lemon byback manager and she will ignore your contacts....