msm
Well-known member
Always been a BMW fan and always will, specifically of the older generation cars, but sadly can't call myself truly loyal to the brand. Still got a few BMW models on my wish list of cars to own one day, should I be blessed with the opportunity. However, I'm willing to try alternatives - over the years I've owned VWs, Mercs, Honda's and Toyotas - the dominant brand being BMW though.
After several years of BMW ownership, you often take for granted the levels of service associated with BMW dealers. Recently I realised how others have moved on. Sometimes when owning certain premium German brands, the other brands gets labelled as lesser. I'm talking specifically about Lexus. Or rather my "glorified Toyota", that some people refer it to. Yes, it is a glorified Toyota. A product of badge engineering once you peel away at the surface. But that's where it ends.
There are a thousand comparisons on the net showing how each Lexus model compares to BMW's (for example). There are a thousand arguments on forums about 1/4 mile times... Sometimes Lexus is better, sometimes BMW is... however, the point of this thread is not to explain that, or justify my choice in brands. The point of this thread is to share my interaction on dealing with some local Lexus dealers compared to BMW and I'm going to be blatant about the outcome.
The service and ownership experience in dealing with Lexus dealers is so far ahead of dealing with (the multitude) of local BMW dealers I have dealt with over the past few years, that it is incomparable. Yes, you could argue that they sell so few cars that they can do this. However, is perceived individuality not a key driver in the premium brand segment. Would it be enough to persuade me away from buying a new BMW (should I ever buy a new car again) - hell, yes.
So what's the point of this thread. It's a wake up call to BMW dealers - you often promote your cars as being the best in segment. You could argue that you are right in some instances. But in a market segment that is evolving into much over muchness in terms of vehicle differentiation (i.e. a BMW does not significantly offer more than an equivalently priced Merc or Lexus), the BMW service experience is not remotely close to what a Lexus dealer can offer - that dear BMW dealer, in my opinion, is truly a premium experience. So go on Mr BMW service advisor or sales person - take it as a challenge on your next lunch break and borrow a Lexus to drive into a Lexus dealership and experience what a premium brand service experience truly means.
NB: Yes, I'm aware that this is a BMW forum :tiptoe:
After several years of BMW ownership, you often take for granted the levels of service associated with BMW dealers. Recently I realised how others have moved on. Sometimes when owning certain premium German brands, the other brands gets labelled as lesser. I'm talking specifically about Lexus. Or rather my "glorified Toyota", that some people refer it to. Yes, it is a glorified Toyota. A product of badge engineering once you peel away at the surface. But that's where it ends.
There are a thousand comparisons on the net showing how each Lexus model compares to BMW's (for example). There are a thousand arguments on forums about 1/4 mile times... Sometimes Lexus is better, sometimes BMW is... however, the point of this thread is not to explain that, or justify my choice in brands. The point of this thread is to share my interaction on dealing with some local Lexus dealers compared to BMW and I'm going to be blatant about the outcome.
The service and ownership experience in dealing with Lexus dealers is so far ahead of dealing with (the multitude) of local BMW dealers I have dealt with over the past few years, that it is incomparable. Yes, you could argue that they sell so few cars that they can do this. However, is perceived individuality not a key driver in the premium brand segment. Would it be enough to persuade me away from buying a new BMW (should I ever buy a new car again) - hell, yes.
So what's the point of this thread. It's a wake up call to BMW dealers - you often promote your cars as being the best in segment. You could argue that you are right in some instances. But in a market segment that is evolving into much over muchness in terms of vehicle differentiation (i.e. a BMW does not significantly offer more than an equivalently priced Merc or Lexus), the BMW service experience is not remotely close to what a Lexus dealer can offer - that dear BMW dealer, in my opinion, is truly a premium experience. So go on Mr BMW service advisor or sales person - take it as a challenge on your next lunch break and borrow a Lexus to drive into a Lexus dealership and experience what a premium brand service experience truly means.
NB: Yes, I'm aware that this is a BMW forum :tiptoe:
