“One night his car (BMW) had a tyre problem and he rang at eight or nine o’clock at night in the pouring rain,” Mr Roller said. “One of my technicians in the roadside assistance vehicle came out to see him. He did everything for the customer. I think he actually had to come back to the Valley with the tyre after work hours to fix it, then go back.

“Well, the customer was blown away. He rang me the next morning and introduced himself, wanted me to congratulate the young man for what he had done. But, he said, I’ve never experienced service like that. Things had obviously changed from when he had left BMW previously to go to Mercedes. I calculate just in 2008 alone, I’ve sold him six cars, because one young boy was good enough to run around one night in the rain and fix this client’s problem. He’s not the most demanding of customers, he’s a nice guy and he likes service. Because that service exceeded (expectations) he is one of our strongest advocates. He puts so much business to me. He goes out of his way to promote our business.”

VERSATILITY

Mr Roller is often asked to speak to the sales teams of some customers, to take them through how Brisbane BMW has developed such a customer experience.

“The good thing about our business is it’s not just all sales driven. A lot of car dealerships, if they don’t make it in sales, they are gone. We rely on a balanced portfolio, so while the sales department is down our service department is pumping. Our body shops are pumping. It’s not just about the sales department.

“We’ve got into some space of some finance broking. It’s a tough market at the moment in getting finance, but through BMW Finance we’ve still got an appetite to loan, so our business managers are out there offering BMW finance to non-BMW customers on non-BMWs.

It’s an intelligent approach to business that reflects well on the core values and versatility of BMW and its brands.

Mr Roller said it was true that BMW had reached a point of recognition where it was considered an intelligent lifestyle and business choice …

“We’ve got it. I think we own that space,” Mr Roller said.

“There are a number of other brands that have different leanings and core values, but BMW is very lifestyle, but not frivolous. Not fashionable one day and out of fashion the next. BMW is not fad-like.

“I think there are good opportunities for us where BMW is seen as still very exclusive… even though our cars, through some of our finance products, are very accessible. They are not much more expensive than some local manufacturers or some Europeans or Japanese – because of the strong resale values. I think our image positioning and the perception is that our brands have a much higher quality.

“When you buy a BMW, there is just something else that surrounds the brand.

“But it says something about the brand, and the company, that they can make that car – from a $30,000 MINI and make them to a price point – to a Rolls Royce at a $1.3million price point and a certain market position.

“I believe that’s what makes being part of the BMW group so good, because you just know these people have got such a good handle on brand positioning and product development.

“They are not just car makers. They bring the whole product and brand personality to a marketplace. They have got every inch right with the Rolls Royce and they have got every inch right with the MINI – and they certainly have got every inch right with BMW  As a company they do it so very well.” ◊

BRISBANE BMW
WESTSIDE BMW
BRISBANE MINI GARAGE
Tel: +61 7 3853 0022
Fax: +61 3252 1414
www.brisbanebmw.com.au

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