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The real story about BMW services
BMW is a premium car brand and BMW cars desirable bypeople who have passion for cars. Owning and driving apremium car has many advantages. Reliability, durability,functionality and quality are the most important values of a premium car. Design and looks are very personalopinions and are therefore not part of this article .
A modern car is a very complex package which combines various aspects likemechanical, electronics, safety and comfort parts. All parts are fully customizable tosuite the driver and passengers during business and free time rides.Every car needs maintenance since it’s contains parts which are designed to wear out(like tires and breaks) , have limited life time (like oil and lubricants) or needinspection and have to be changed or checked multiple times during the car’slifetime. Other parts are designed to last complete life time of the car.
First class service
BMW claims that BMW provides first class services. What this claim really means isnot defined by BMW. “We are committed to providing you with first-class service thatdelivers best-in-class care for your vehicle, and an uncompromising drivingexperience.
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”As a BMW car owner you would expect that when you order your new BMW and tickthe options of available options, that the whole package is guaranteed to get firstclass service as described with the fancy words which describe the commitment of BMW services. This article proves that BMW AG service departments don’t contributeto the success story of BMW automotive, and employees of these departmentsbehave arrogant and ignore sincere customer complaints.
BMW Employee basic principles
 To put the behavior of the service departments of BMW AG in context in thisparagraph the BMW basic principles which are valid for every employee of the BMWgroup are copied.BMW AG claims that: “During the next decade we aim to secure our position as theworld’s leading manufacturer of premium automobiles. For this reason all of ourstrategies – including our corporate culture – are conceived on a long-term basis andare constantly target-oriented.2” The following principles of the BMW Group form the basis of this long-term and target-oriented action
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.
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http://www.bmw.com/com/en/owners/service/introduction.html
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 http://www.bmwgroup.comBasic principles for employees
 
Customer orientation
“Our customers decide whether or not our company is successful. Our customers areat the centre of all of our actions and the results of our actions must be judged from aperspective of their benefit to the customer.”
Peak performance
“We aim to be the best. Each of us has to rise to this challenge, meaning that eachemployee must be prepared to achieve a high degree of efficiency. We aspire tobelong to an elite, but without being arrogant, because it is the company and itsproducts that count the most – and nothing else.”
Responsibility
“Each BMW Group employee bears personal responsibility for the success of thecompany. This also applies within a team, where each individual must be aware of hisor her responsibility. In this respect we are fully aware that we all work together inachieving corporate goals. For this reason we also work together in the interests of the company.”
Effectiveness
“Only sustainable and effective results are of benefit to the company. When assessingmanagement, it is only the effect of performance on results that counts.”
Adaptability
“In order to achieve continuous success we must adapt quickly and flexibly to newdemands. Therefore, we regard change as a chance and the ability to adapt as theprerequisite for making use of this chance.”
Dissent
“In the search for the best solution everyone has the duty to bring to light anydisagreement. The solutions found are then resolutely implemented by all involved.”
Respect, trust, fairness
“We treat one another with respect. Management is based on mutual trust, trust isbased on calculability and fairness.”
Employees
“Business enterprises are made by people. Employees are our strongest factor of success. Consequently, personnel decisions belong to the most crucial decisions.”
Leading by example
 
“Every executive has an exemplary function.”
Sustainability
“We regard sustainability as a lasting and positive contribution towards the economicsuccess of the company. This is the basis of our ecological and social responsibility.”
Society
“We consider awareness of social responsibility an inseparable part of our corporateself-conception.”
Independence
“We secure the BMW Group’s entrepreneurial independence through sustainable andprofitable growth.”
BMW Group
“BMW Group's activities comprise the development, production and marketing of automobiles and motorcycles”.
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In this statement of the BMW group its remarkablethat service activities are missing.
Strategy
“Identifying potential and encouraging growth. Knowing what we represent.Recognizing where our strengths lie and making the best use of every opportunity.Following a clear strategy. Goals we have attained are in essence the point of departure for new challenges. This is the philosophy that inspires every individual atthe BMW Group. It influences the company's structure and it plays a vital role in thedecision-making process. Our corporate ethos finds its expression in theuncompromising pursuit of the superlative. The result? Outstanding brands with anunmistakable profile. Automobiles and motorcycles which fascinate people all overthe world and which win legions of new admirers every day. And a degree of successwhich sees the BMW Group go from strength to strength.”3
Automobiles
“With BMW, MINI and Rolls-Royce Motor Cars, the BMW Group is the world's only carmaker to pursue a purely premium strategy for all market sectors covered by itsbrands, from exclusive smaller cars to top-of-the-range luxury limousines”.
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BMW Organization
BMW AG located in Munich is the organization which develops and manufacturesBMW Cars. BMW AG purchases some parts from other OEM companies. Some of theseparts are directly related to official options which can be found in the catalogue. BMWAG has centralized customer services departments and the front office of thecustomer services department is outsourced to GKK 
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. However the customer servicedepartment of BMW AG encourages BMW drivers to contact the local BMW dealer for
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 http://www.bmwgroup.comCompany portrait
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http://www.gkk.de/gkkdg/html/referenzen.html
Notes
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