February 18, 2021To Whom It May Concern,My wife... - pabs1
February 18, 2021
To Whom It May Concern,
My wife and I are loyal, long-term customers of South Bay BMW, having purchased or leased BMW’s there (from Steve Marx) for the last 20 years. Six years ago, we purchased a 2014 Mini Cooper S at the Mini dealership that is affiliated with South Bay BMW (actually in the same building), both of which, as you know, are owned by McKenna. I am writing to express my frustration and annoyance that at the lack of consideration for this long-term customer relationship with the dealership with respect to “loaner” cars when servicing our Mini. A “loaner” car that is not from a rental company is one of the customary and very convenient and appreciated customer service perks of South Bay BMW, but this accommodation is not extended to long-term BMW customers when they bring their Mini in for service. Most recently, earlier this week I brought our Mini in for service and I was first told, rather dismissively, that only new BMW customers, but not Mini customers, get a loaner car. Then, after intervention on our behalf by Mr. Marx, they grudgingly acquiesced to provide this courtesy, but only an Enterprise rental car, rather than a dealership car, which is what the BMW affiliate provides, even though they clearly had dealership loaner vehicles available. This is not the first time a loaner car was declined and then, ultimately, provided, after assistance from Mr. Marx; in fact, it has happened every time we have had to bring the car in for service. But this is the first time that they only offered a car from Enterprise rental company, which South Bay BMW sometimes uses for their loaner cars.
The problem is that Enterprise cars I have been offered in the past have been dirty and smelly (and the I have had to press to change to a BMW or Mini dealership car), instead of the dealership’s own fleet of BMW’s or Mini’s. Then the policy changed when McKenna became the owner of the dealership and loaner cars are being made available to new car customers only.
From a marketing and customer service perspective, this lack of accommodation and consideration of the long-term relationship makes no sense. In fact, the only reason we keep coming back for the last few years is because of the great relationship we have had with Steve Marx over the years, which we continue to have with him. Otherwise, we would bring our business to another dealership.
Providing a loaner car to long-term customers of high-end BMW’s as a courtesy and accommodation during the occasional service period, may seem like an inconsequential thing to be writing about. But this minor accommodation is a significant convenience for us and would be a small way for the dealership to show that it appreciates its customers, especially those who have been getting high-end BMW’s there for two decades. The South Bay Mini dealership’s view of BMW customers who purchase a Mini, however, is abundantly clear from the seemingly inflexible policy at Mini and the attitude of the service associates there regarding this issue. We are sufficiently frustrated and annoyed that we felt compelled to write this letter and make a record of it.
Sincerely,
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