Baron's BMW: A Rant
May 29, 2006
Categories: Rants & Ramblings
My local BMW main dealer is Baron's of Hindhead. I've been a customer of theirs for a decade now and have probably (I don't dare add it up) spent more with them than my first house cost me.
There's a 'however' there: despite having my car serviced religiously by them, I was always left with the impression that private buyers came a very poor second in their customer care priorities to corporate customers - that people who actually looked at the bills they paid and knew about the cars they drove were in fact something of an irritant to them.
That came to a head several years ago, after multiple attempts by their 'service' department to fix a couple of very simple problems: when it takes them seven attempts to fail to fix a simple loose door trim, it was time to file them very firmly in the category of 'semi-trained monkeys' and eventually end up using a local specialist garage where the word 'mechanic' is still honoured in the act. I wish I'd done that much earlier: Beacon Hill Garage are highly competent, completely helpful, unfailingly friendly and actually charge considerably less per hour than a London barrister. Which makes a bloody nice change.
Technorati Tags: Bad, Baron's of Hindhead, BMW, Rant, service
However, when some git drove into my parked vehicle, I overrode my insurance company's wishes and insisted that it go back to Baron's bodyshop for a repair to the rear passenger door, on the principle that a BMW main dealer would be certain to do a repair that was up to the OEM standard of preparation and paintwork. I really should have known better by then: less than eIghteen months later, the rust started bubbling through the area they repaired.
I've made intermittent attempts since then to get them to look at it and to admit even a degree of cupability, to no avail. My final attempt, as posted here, was to directly involve one Chris Meech, the Dealer Principal of the Hindhead branch. Our conversation is posted in full below. Please draw your own conclusions from this. My own are simple: That this particular BMW dealer's notion of integrity and customer service is to focus solely on short-term revenue generation, preferably from corporate buyers and that personal customer relationships means rather less than nothing to them. If that weren't sufficiently self-defeatingly, they have demonstrably failed to match their work to the standard of the brand with which they are associated. There are plenty of other BMW dealers in the area, several of whom I've now cheerfully dealt with, but only one of I will both actively avoid and seek to persuade others to avoid patronising. Game over for me – if you are an actual or potential private customer of Baron's, you may wish to ponder on this.
From: Richard Harris [mailto:******@******.***]
Sent: 17 May 2006 10:50
To: Barons of Hindhead Dealer Principal (Dlr Council)
Subject: Body shop quality problem
Dear Mr Meech,
I have a problem with the quality of a repair carried out to my car by your body shop, and with Baron's subsequent response.
Approximately three and a half years ago (I don't have details to hand), my 328i Touring, N780 TPE, was struck by another vehicle whilst parked, damaging the skin of the offside rear door. I overrode my insurance company's wishes, and insisted that the repair be carried out by Baron's, even though I then had to pay for a hire car myself, as I had turned down the insurance company's preferred repairer - I was determined to have a repair done to OEM standard.
Within about 18 months of the repair, rust started bubbling through from below, in the front bottom corner of the door. It was not however until about this time last year that I was able to bring it in for examination. Your body shop agreed that there was a problem, but that, as it was outside the 1-year warranty on repairs, there was nothing they would do.
And here is the irony of the situation: had I gone with my insurance company's policy, not only would I have saved the cost of the hire car, but would have had a five-year warranty on the repair so, even had they done as poor a job as Baron's, I would still have been covered by their warranty.
So we have a situation where I have insisted on using you for a repair, at some cost to myself, but where the repair you have carried out is of poor quality, and far below the OEM quality of the vehicle (there is no other trace of rust on it). I would therefore be grateful for your comment on this, bearing in mind that Baron's has now committed the ultimate marketing sin: making a customer feel foolish for having used and trusted you. There can be no greater disincentive to continuing a relationship. I purchased this vehicle new from you and am certain to continue driving BMWs - nothing else offers the blend of performance, handling and utility. What is very much in doubt is whether I have any further dealings with Baron's.
I look forward to your response.
sincerely,
Richard ******
-------------------------
From: ****.*****@baronshindhead.bmw-net.co.uk
Subject: RE: Body shop quality problem
Date: 17 May 2006 14:22:37 BDT
To: ******@******.***]
Mr Harris
I note your comments regarding your 328i Touring *******.
I have looked at our records and I note that the repair we carried out was in November 2001, some four and a half years ago. We have not seen the car in our workshop for over 4 years.
I also note that out estimator who inspected the car most recently was of the opinion that the rusting was caused by an external source and was not related to the repair.
In view of the above and in particular the time factors involved I regret I am unable to assist further.
Chris Meech
Director
From: Richard Harris [mailto:******@******.***]]
Sent: 17 May 2006 14:35
To: Barons of Hindhead Dealer Principal (Dlr Council)
Subject: Re: Body shop quality problem
Dear Mr Meech, How strange it is that the only patch of rust on the car (rust, on a modern car?) should be on a repair that Baron's have carried out. On my last visit, your estimator was NOT of the opinion that it was an external cause, simply that the repair was outside of your warranty period.
It is also worth noting that the reason I stopped having the car serviced by yourselves (I went to Vines, despite the extra journey involved) was Baron's repeated inability to correct simple problems with the vehicle.
You can therefore count on my not giving any business of any form to Baron's in the future and of doing my best to persuade family, friends and colleagues not to do so. I shall also publish all correspondence in this matter on my public blog, helping inform any others who are considering giving their business to you.
Sincerely,
Richard Harris
From: ****.*****@baronshindhead.bmw-net.co.uk
Subject: RE: Body shop quality problem
Date: 17 May 2006 14:47:27 BDT
To: ******@******.***]
Return-Path: <****.*****@baronshindhead.bmw-net.co.uk>
Mr Harris
I acknowledge receipt of your reply.
In view of your comments I see little to be gained from further discussion.
Chris Meech
Director
Which was only to be expected…
Posted by Richard
Link to this article: http://www.sekhmet.com/rants-ramblings/barons_bmw_a_ra.html