DieselDrive - BMW most satisfying to own

BMW most satisfying to purchase As an owner of a rather nondescript second hand BMW myself, I have developed a deep respect for the way even their older, entry level machinery performs. In this motoring industry, it’s easy to get carried away with millionrand supercars oozing power and features, so I enjoy climbing in an affordable, solid car for the journey home while reminding myself that “this is all anyone really needs”. However, my local carwash decided to break two driver’s carpet clips a few months back, so for the first time, I bumbled in to my local BMW branch… and was utterly amazed at the level of cleanliness, efficiency and sophistication of the place. Even I, a humble nobody 6year old 3-series owner, was treated with the professionalism and courtesy worthy of Brad Pitt checking into the Waldorf. So it came as little surprise to me when the J.D. Power and Associates 2010 SA Sales Satisfaction Index (SSI) Study ranked BMW as number one in satisfying new vehicle buyers during the purchase experience.

Now in its sixth year, the SSI Study is a comprehensive assessment of the new-vehicle purchase experience and is encapsulated in an overall sales satisfaction score for each manufacturer. Overall sales satisfaction scores are comprised of 32 attributes grouped in five factors: dealership facility; salesperson; paperwork/finance process; delivery process; and negotiated price. BMW ranked the highest with a score of 893 on a 1 000-point scale, and also sets the industry benchmark in all five factors. Mercedes-Benz (882) and Honda (864) follow BMW in the rankings.

“Our Dealer Network succeeded in each of the five disciplines measured in this award demonstrating that our sales processes are the benchmark in the industry,” says Bodo Donauer, BMW South Africa’s Managing Director.

Since the inception of the SSI Study in 2004, BMW has won the award on three occasions – first in 2004, then 2007 and most recently in 2010. “The award also bears testimony that our processes in this regard deliver a consistently excellent experience to our customers, further cementing BMW’s position as the world’s leading premium manufacturer,” adds Donauer.

In addition to this accolade, BMW ended 2010 as the country’s top selling luxury car brand. “It is quite an accomplishment to see that BMW has performed the best in its segment and won the 2010 SSI award in the same year,” says Brian Walters, senior director of J.D. Power and Associates research operations in Europe and Africa.

BMW-lovers will soon be flocking to their local dealership to get the new 6-series Convertible, due to have its international launch in Cape Town early in February.

The 2010 SSI Study is based on responses from more than 7,300 new-vehicle buyers who purchased their vehicle between November 2009 and June 2010. The study was funded entirely by J.D. Power and Associates as part of its global research programs, in co-operation with the Department of Transport (DOT) and the Road Traffic Management Corporation (RTMC), and includes a section of questions to assist the authorities in measuring the performance of their vehicle and drivers licensing program.

These accolades, added to the experience I have had at my local dealership, have gone far in convincing me that not only owning, but the buying and after-sales experience associated with BMW harks back t the root of successful trading: make the customer feel special.

- Kevin Willemse