Cargo cover and BMWUSA customer elimination management

[bigx5er]

I received on of the few 2011 X5s that did not have the cargo cover as a mandatory option. Actually when I ordered the X5, I didn't even see it as an option and assumed it was included like my 2010.

When I took a trip to Florida I realized how much I missed it. Mainly for security to cover stuff up (like golf clubs). So on the drive down, I called BMW dealerships hoping to pick on up.

I then learned the $100 factory option is over $500 from a dealership and no one stocked them.

So I contacted BMWUSA and explained my issue in detail. Told them how many new BMWs I've purchased (over 10) and asked if they could help with the cost since BMW did restore it as a mandatory option on 2011s.

Their response was a very generic "Your parts department can assist you the best..." They never really read what I wrote and showed no signs of caring.

So that leaves me either out over $500 for a cover, or dare I say looking at a different car for my next trade (which is usually every 1.5 years). Showing no appreciation for a long-term customer really irked me.

What ever happened to customer service and customer retention?