Mrs. Notens and I were down at the pub (O'Connells - where the service is excellent) discussing the AUTOBAHN BMW car-trashing mess specifically with regard to BMW NAs handling. I cannot get my head around the complete negligence of BMW NA toward the situation - it is impacting my view of the brand and certainly reinforcing a lot of existing perceptions about the absolute lack of care provided by some (many?) BMW dealers.
It then occurred to me that they might be treating us that way on purpose. While we believe that we purchase a high-value, high-visibility marque from BMW, but we might be more trouble or less value than we think. Is it possible that:
1) M cars are expensive to buy, but are also expensive to make. Are M car margins lower for dealers or BMW NA?
2) M cars have a longer deal cycle, meaning that even if the margins are higher they sit on the lot longer before converting to profit?
3) M cars are expensive to maintain, require the most senior level technicians and a largely under warranty. Is there little-to-no money in maintaining the vehicle
4) The M car halo reflects well on BMW AG but has no impact on BMW NA or dealerships (i.e. I don't buy my 135 from a place because they lead in M5 sales)
5) M drivers are more hands-on and enthusiastic than the average customer, making them a pain in the behind to deal with
Basically, I don't understand why M car owners are treated so terribly and so I am trying to determine if there is a business driver behind it.
Don't spare my feelings - all are welcome to respond. The key question is: Are M car owners more trouble than they are worth?
It then occurred to me that they might be treating us that way on purpose. While we believe that we purchase a high-value, high-visibility marque from BMW, but we might be more trouble or less value than we think. Is it possible that:
1) M cars are expensive to buy, but are also expensive to make. Are M car margins lower for dealers or BMW NA?
2) M cars have a longer deal cycle, meaning that even if the margins are higher they sit on the lot longer before converting to profit?
3) M cars are expensive to maintain, require the most senior level technicians and a largely under warranty. Is there little-to-no money in maintaining the vehicle
4) The M car halo reflects well on BMW AG but has no impact on BMW NA or dealerships (i.e. I don't buy my 135 from a place because they lead in M5 sales)
5) M drivers are more hands-on and enthusiastic than the average customer, making them a pain in the behind to deal with
Basically, I don't understand why M car owners are treated so terribly and so I am trying to determine if there is a business driver behind it.
Don't spare my feelings - all are welcome to respond. The key question is: Are M car owners more trouble than they are worth?