Disappointed with BMW's customer service

[ard]

Originally Posted by XXX555

Even though BMW dealers are independent, they recieve training and have contractual obligations to support the BMW HQ IMAGE.

This point should be expanded, as I believe this issue is the ROOT of the consumer experience at all dealerships.

Those that know- ie own or manage dealerships at very high levels- understand that the business and contractual arrangement between the independent dealer network and the manufacturer is very different for various cars. Lexus was able to create, on a blank slate, a new paradigm for customer service. Others have tried to follow.

Back in the day, BMW was happy just to have a dealer willing to sell their funky little german car...over time, they've tried to infuse more customer-centric metrics into their business relationships, but it is not easy to change entrenched ways. Both within BMWNA and within their dealer network.

As I've spoke to execs on both sides of this equation, it becomes clear how complex this situation can be. We think it is as easy as 'just keep the customer happy"...it is not.

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