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Don't confuse this award with having anything to do with actual customer service or expertise.
The main components in tallying this award are compliance with dealer facility updates, decor purchases from BMW vendors, reaching sales and service quotas, and how well the dealer pays for perfect customer surveys. Give me the old shop owned by the concerned proprietor who is actually in the dealership over the entitled second-generation who has amassed a conglomerate by buying up small stores. Hedge funds, venture capitalists, and the rest don't create dealerships like we had 50-years ago when BMW NA took over here. And BMW NA will regale you with stories of how far they have come despite having to contend with the poor-performing Mom&Pop shops that Hoffman left them, but the reality is the enthusiast customer base that those shops created with literally no help from BMW Corporate is still the basis for BMW's appeal and reputation today. Screw the guy leasing an electric behemoth that will be on the junk-pile of history in less than a decade. What do you think of when you think of a great dealership? Their Latte bar? The quality of the furniture in their customer lounge? How many videos they send you when you simply asked for a state inspection? Or is it maybe how well they stand by The Golden Rule and just simply treat you the way you'd want to be treated?
Yeah, I thought so. Which is why, after nearly 50-years affiliated with the local BMW dealers treating my customers the way I wanted to be treated, I am now retired. And just enjoying my BMWs.
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