Business History Books » Business Plans » How Mercedes lost me to BMW, for good. (long)
How Mercedes lost me to BMW, for good. (long)
Question:
>Two things" >1. Why don’t you forward your story to MB customer service
Bah. If their service stays awful, there should be boatloads of BMW converts. 
>2. What did you get?
That’s what I was wondering. Since he was looking at the SLK, I’m guessing he picked up an M Roadster or M Coupe.
Response:
> I wanted a Mercedes SLK. I really did. I wanted one so badly >that I pretty much disregarded the 1 year minimum waiting list for the >car, the very heavy price tag, and in fact, all of its competitors. … >consider myself now a potential BMW customer for life.
[What did you finally order?] Nice tale. Reminds me of my own. I was in a similar position as you during my recent shopping experience, and happily my outcome was also good. But it did not start that way… My first BMW dealership experience was hosted by a young turk who convinced me that I couldn’t handle an M3, which was one of the models I was shopping for, and then took me out for the dumbest test drive ever in a New 3. The next day I went to another dealer and prefaced the whole thing with a little recap of my previous experience at the other dealer. He actually encouraged me to drive the M3 first, so that I could understand what it was like to be a BMW and so I could get a feel for what the fairly soft New 3 might feel like with the Sports package I knew I would want. I’ve since become completely enamoured with everything BMW and I’m counting the days until my car arrives.
Response:
I wanted a Mercedes SLK. I really did. I wanted one so badly that I pretty much disregarded the 1 year minimum waiting list for the car, the very heavy price tag, and in fact, all of its competitors. The only thing that kept me from wandering into a dealership before now was the lack of a manual transmission option. When it became available this year, and I needed a new car, I knew my time had come. I found 3 Mercedes dealers listed in the Toronto area (where I live). As I say, I disregarded a lot in deciding to get an SLK…one thing that I haven’t mentioned so far is the image/reputation factor…that of Mercedes being an "old man’s car", stodgy and conservative. Friends and colleagues both mentioned it in hearing of my plans, but I disregarded it as myth, and stuck fast. As it was to turn out, that "myth" was to indirectly become the main reason I am now a BMW-owner-in-waiting, and plan never to set foot in a Mercedes dealership again, not even when I am old and stodgy . For the little it may be worth, here is my tale; the experiences of a young, one-time would-be Mercedes buyer. I decided to first visit the downtown dealership. I arrived, only to be promptly ignored by the sales staff. I asked the receptionist if I could have someone help me, and she told me that regretfully, they were all busy and I would need to wait. So I did…I wandered the showroom and looked around, waiting for someone to free up. I waited and waited, and I found myself a bit annoyed that there were sales people who didn’t seem to be busy after all…they were with no one and didn’t seem otherwise engaged. But I waited anyway, getting a bit frustrated as time wore on. After half an hour, I still wasn’t helped, so I went back to reception and asked again if someone could see me. She curtly said they were still busy. When I pointed out that a couple seemed to be available, the stiff reply was that they weren’t and would attend to me when they were. At that point I walked out in disgust, disappointed at the treatment and wasted trip, and thinking I’d find a better dealership at which to spend my money. I found another dealership in the west end, and made my way there the following Saturday afternoon to again look into an SLK purchase. I arrived at a relatively empty dealership, and asked at reception for some sales help, at which point I was met with a saleslady and thought I was at least in better hands than at the last dealership. Unfortunately, a few minutes into it confirmed that I wasn’t; the woman’s disdain was so overt it was frankly embarrassing…she was rude, disinterested and volunteered no information; I found myself having to try to fill in most of her answers to my own questions! When I asked if alternate dash styling was available as an option (it was my first time seeing the SLK’s deco look up close and I wasn’t overly impressed with it), her response was, believe it or not, "I can’t believe you don’t like it." When I asked about the available paint schemes, she said I’d need to look in the brochure (which I later found out was useless "advice"..the brochure has no information on available colors). The final straw was when I asked her about the optional sport package…on our way across the showroom to a model that had it installed, an older gentleman walked into the dealership and asked her something as we were passing. She simply stopped and started attending to him, which was a bit annoying in itself, but then she literally walked off with him, apparently to get keys for a test drive, without a word to me or so much as a backward glance! At that point I’d had it…I went over to reception and asked if someone else was available. The answer was no, as it was a Saturday. I asked to see the manager, and was told he’d only be in during the week. I again left, having wasted another trip, no closer to getting my SLK, and so angry I thought I might tear my steering wheel out on the way back. I called the manager the following Monday and explained what I had gone through, asking if it was the dealership’s usual level of customer service and if there was someone there who could help me after all. He apologized profusely, asked me to call him directly the next time I could come in, and he would be happy to help me himself. So over the course of the next couple of weeks, I tried to take him up on his offer, but he never seemed to be available when I called. When I finally got a hold of him on a Thursday night almost 2 weeks later, I asked if he was available to meet and told him of the three things I was looking for: the paint scheme availability, financing information, and a test drive. At the mention of a test drive, he noticeably waffled and said that no test drive cars were available. Incredulous, I asked him if I was supposed to believe that everyone bought his cars sight-unseen. He replied yes. After a bit of arguing, he conceded that there was indeed a "press car" that Mercedes-Benz Canada kept available for test drives, and that he would book it for me and call me the following day with a confirmation. That call never came, not the next day or any day afterward. At that point I started looking at other makes, upset at the whole affair so far, disappointed that my "dream car" was no longer something I wanted to pursue, and frustrated at having to "start over" and consider a market of models I hadn’t previously given a second glance. BMW fell into the mix, of course, and I visited my first BMW dealership about a week later. I was treated with courtesy and respect from the minute I walked in. Models, features. and options were explained thoroughly to me, and it was actually the salesperson himself who offered me a test drive. I ended up at four dealerships over the next several days, and at each one my experience was similar…at no point whatsoever did I experience anything mirroring my horrendous visits with Mercedes-Benz. I signed on the dotted line at my favorite of the dealerships a week after that (about a week ago), and consider myself now a potential BMW customer for life. I’m relatively young at 29. I have no doubt whatsoever that my age played a big role in the treatment I received. Whether it was because my youthful appearance might have made me seem like a joy-rider or non-serious buyer, or because I didn’t fit the usual Mercedes age mold, I don’t know and don’t care at this point. I work for a fairly successful young company, and the parking lot, as I was to later notice, is peppered with BMW’s, but not a single Mercedes! I would have been glad to be the one to dispel the Mercedes myth that sees it as a stodgy, soulless older gentleman’s car, if for no one else than for myself, but the only thing I’ve found is that it’s no myth. I would say that I’m disappointed, and would certainly have said it a few weeks ago, but all in all I’m glad that it happened for a reason and forced me to consider BMW, which I have been completely impressed with and am glad I chose. I do remain, however, completely disgusted with Mercedes-Benz and won’t ever be walking into an M-B dealership again. I can’t help but believe I’m not alone in my experiences and think that while Mercedes may not give a damn now, it probably will in a few years when the young people it so stupidly antagonizes become its perceived target market and refuse to have anything to do with it. I know that as far as I am concerned, anyway, BMW has earned my grateful loyalty and will be seeing me return for more of my car business, maybe all of it. A long two cents’ worth from a newly-educated shopper, ex-Mercedes fan and current BMW devotee… Joe
Response:
Two things" 1. Why don’t you forward your story to MB customer service 2. What did you get? Welcome Regards, Vartan – Hide quoted text — Show quoted text – > I wanted a Mercedes SLK. I really did. I wanted one so badly > that I pretty much disregarded the 1 year minimum waiting list for the > car, the very heavy price tag, and in fact, all of its competitors. > The only thing that kept me from wandering into a dealership before > now was the lack of a manual transmission option. When it became > available this year, and I needed a new car, I knew my time had come. > I found 3 Mercedes dealers listed in the Toronto area (where I live). > As I say, I disregarded a lot in deciding to get an SLK…one thing > that I haven’t mentioned so far is the image/reputation factor…that > of Mercedes being an "old man’s car", stodgy and conservative. > Friends and colleagues both mentioned it in hearing of my plans, but I > disregarded it as myth, and stuck fast. As it was to turn out, that > "myth" was to indirectly become the main reason I am now a > BMW-owner-in-waiting, and plan never to set foot in a Mercedes > dealership again, not even when I am old and stodgy . For the > little it may be worth, here is my tale; the experiences of a young, > one-time would-be Mercedes buyer. > I decided to first visit the downtown dealership. I arrived, > only to be promptly ignored by the sales staff. I asked the > receptionist if I could have someone help me, and she told me that > regretfully, they were all busy and I would need to wait. So I > did…I wandered the showroom and looked around, waiting for someone > to free up. I waited and waited, and I found myself a bit annoyed > that there were sales people who didn’t seem to be busy after > all…they were with no one and didn’t seem otherwise engaged. But I > waited anyway, getting a bit frustrated as time wore on. After half > an hour, I still wasn’t helped, so I went back to reception and asked > again if someone could see me. She curtly said they were still busy. > When I pointed out that a couple seemed to be available, the stiff > reply was that they weren’t and would attend to me when they were. At > that point I walked out in disgust, disappointed at the treatment and > wasted trip, and thinking I’d find a better dealership at which to > spend my money. > I found another dealership in the west end, and made my way > there the following Saturday afternoon to again look into an SLK > purchase. I arrived at a relatively empty dealership, and asked at > reception for some sales help, at which point I was met with a > saleslady and thought I was at least in better hands than at the last > dealership. Unfortunately, a few minutes into it confirmed that I > wasn’t; the woman’s disdain was so overt it was frankly > embarrassing…she was rude, disinterested and volunteered no > information; I found myself having to try to fill in most of her > answers to my own questions! When I asked if alternate dash styling > was available as an option (it was my first time seeing the SLK’s deco > look up close and I wasn’t overly impressed with it), her response > was, believe it or not, "I can’t believe you don’t like it." When I > asked about the available paint schemes, she said I’d need to look in > the brochure (which I later found out was useless "advice"..the > brochure has no information on available colors). The final straw was > when I asked her about the optional sport package…on our way across > the showroom to a model that had it installed, an older gentleman > walked into the dealership and asked her something as we were passing. > She simply stopped and started attending to him, which was a bit > annoying in itself, but then she literally walked off with him, > apparently to get keys for a test drive, without a word to me or so > much as a backward glance! At that point I’d had it…I went over to > reception and asked if someone else was available. The answer was no, > as it was a Saturday. I asked to see the manager, and was told he’d > only be in during the week. I again left, having wasted another trip, > no closer to getting my SLK, and so angry I thought I might tear my > steering wheel out on the way back. I called the manager the > following Monday and explained what I had gone through, asking if it > was the dealership’s usual level of customer service and if there was > someone there who could help me after all. He apologized profusely, > asked me to call him directly the next time I could come in, and he > would be happy to help me himself. So over the course of the next > couple of weeks, I tried to take him up on his offer, but he never > seemed to be available when I called. When I finally got a hold of > him on a Thursday night almost 2 weeks later, I asked if he was > available to meet and told him of the three things I was looking for: > the paint scheme availability, financing information, and a test > drive. At the mention of a test drive, he noticeably waffled and said > that no test drive cars were available. Incredulous, I asked him if I > was supposed to believe that everyone bought his cars sight-unseen. > He replied yes. After a bit of arguing, he conceded that there was > indeed a "press car" that Mercedes-Benz Canada kept available for test > drives, and that he would book it for me and call me the following day > with a confirmation. That call never came, not the next day or any > day afterward. > At that point I started looking at other makes, upset at the > whole affair so far, disappointed that my "dream car" was no longer > something I wanted to pursue, and frustrated at having to "start over" > and consider a market of models I hadn’t previously given a second > glance. BMW fell into the mix, of course, and I visited my first BMW > dealership about a week later. I was treated with courtesy and > respect from the minute I walked in. Models, features. and options > were explained thoroughly to me, and it was actually the salesperson > himself who offered me a test drive. I ended up at four dealerships > over the next several days, and at each one my experience was > similar…at no point whatsoever did I experience anything mirroring > my horrendous visits with Mercedes-Benz. I signed on the dotted line > at my favorite of the dealerships a week after that (about a week > ago), and consider myself now a potential BMW customer for life. > I’m relatively young at 29. I have no doubt whatsoever that > my age played a big role in the treatment I received. Whether it was > because my youthful appearance might have made me seem like a > joy-rider or non-serious buyer, or because I didn’t fit the usual > Mercedes age mold, I don’t know and don’t care at this point. I work > for a fairly successful young company, and the parking lot, as I was > to later notice, is peppered with BMW’s, but not a single Mercedes! I > would have been glad to be the one to dispel the Mercedes myth that > sees it as a stodgy, soulless older gentleman’s car, if for no one > else than for myself, but the only thing I’ve found is that it’s no > myth. I would say that I’m disappointed, and would certainly have > said it a few weeks ago, but all in all I’m glad that it happened for > a reason and forced me to consider BMW, which I have been completely > impressed with and am glad I chose. I do remain, however, completely > disgusted with Mercedes-Benz and won’t ever be walking into an M-B > dealership again. I can’t help but believe I’m not alone in my > experiences and think that while Mercedes may not give a damn now, it > probably will in a few years when the young people it so stupidly > antagonizes become its perceived target market and refuse to have > anything to do with it. I know that as far as I am concerned, anyway, > BMW has earned my grateful loyalty and will be seeing me return for > more of my car business, maybe all of it. > A long two cents’ worth from a newly-educated shopper, > ex-Mercedes fan and current BMW devotee… > Joe
Response:
Ah well, you didnt say how you were dressed. Normally they look to see if you are well dress and sad to say what status you tend to throw upon them. I had similar situation with the BMW dealers apparantly they look at your particular racial background as well. At first i just put it off as a simple coincidental episode but then it happen again. Anyway , we live in a society that we will be judge by our looks not what we have in the pocket or the head. As for my furure perception on people thinking that way ……U feel sorry for them.
Response:
I totally and completely agree. I was shopping for an SLK myself, and am also fairly young (28). I was treated very poorly at multiple Mercedes Dealerships. I also had a very difficult time test driving the car. I had no problem driving an M3 convertible that was on BMW’s showroom floor, but it seemed like an impossible task to drive the SLK. I finally found the right dealership in Bethesda MD and purchased the car there. It is 150 court the younger generation – as they seem to be – they need to work on their customer service…..because it sucks. ms – Hide quoted text — Show quoted text – > I wanted a Mercedes SLK. I really did. I wanted one so badly >that I pretty much disregarded the 1 year minimum waiting list for the >car, the very heavy price tag, and in fact, all of its competitors. >The only thing that kept me from wandering into a dealership before >now was the lack of a manual transmission option. When it became >available this year, and I needed a new car, I knew my time had come. >I found 3 Mercedes dealers listed in the Toronto area (where I live). >As I say, I disregarded a lot in deciding to get an SLK…one thing >that I haven’t mentioned so far is the image/reputation factor…that >of Mercedes being an "old man’s car", stodgy and conservative. >Friends and colleagues both mentioned it in hearing of my plans, but I >disregarded it as myth, and stuck fast. As it was to turn out, that >"myth" was to indirectly become the main reason I am now a >BMW-owner-in-waiting, and plan never to set foot in a Mercedes >dealership again, not even when I am old and stodgy . For the >little it may be worth, here is my tale; the experiences of a young, >one-time would-be Mercedes buyer.
Response:
>>Two things" >1. Why don’t you forward your story to MB customer service >Bah. If their service stays awful, there should be boatloads of BMW >converts. >2. What did you get? >That’s what I was wondering. Since he was looking at the SLK, I’m guessing >he picked up an M Roadster or M Coupe.
Actually, those are the models I was indeed looking at when I first looked at a BMW equivalent to the SLK (well, the M roadster and the Z3 2.8, to be exact), but I ended up buying a 323i. It’s a stretch and a half away from an SLK, I know, but here’s why. Unfortunately, I simply can’t have a soft-top primary car here with Canadian winters…the SLK’s special hardtop was pretty much its biggest selling point with me by far (and aside from that, it really doesn’t deliver much else that would command its high price, in my opinon). And so, while I feel the BMW roadsters are wonderful and in fact deliver more value for money than the SLK, I abandoned the convertible concept altogether because of the soft tops. I was told that BMW may soon enough have an answer to the SLK’s top, in which case I’ll be first in line , but in the meantime, since I felt I had to compromise anyway, I chose to get the 323i because I love the new generation body, it’s an inexpensive car, it’s less life-threatening to try to explain off to a significant other than a 2-seater, and it leaves me a bit more room to quickly move to a roadster model if/when an automatic hardtop model does become available than I’d have if I committed myself to a $60k(CDN) car now …frankly I think the 323i is an unreal value, even fully loaded. Anyway, to sum up, while I could always spend the extra money for the SLK’s of the market, I don’t do so frivolously for the sake of spending it I guess (well, aside from what the SLK would have represented, but we’ve established that that was an emotion thing ). Joe
Response:
i can sympathize. last year i went out to purchase a new 98 2.8 z3 and had visited four different bmw dealers before i found one that gave me the time of day. i too am relatively young (33) and usually went shopping for my new ride in a t-shirt, short pants, and sandals. most salespeople just didn’t seem interested in me as i checked everything out on the car. only one dealer did…crevier bmw. everytime i went there(initially talked to two different persons at two different days) i was treated like some grey-haired ceo and was helped immediately. every question answered thoroughly. bought the car cash. you can’t judge a book by its cover. begin 666 Christopher Watanabe.vcf M0D5′24XZ5D-!4D0-"E9%4E-)3TXZ,BXQ#0I..E=A=&%N86)E.T-H<FES=&]P 2-30T,5H-"D5.1#I60T%21 T* ` end
Response:
Tell us what your appearance and dress was when you went to the Benz dealers, they are bombarded constantly with people that cant possibly afford the cars but just want to gossip about cars and test drive them for fun. Their mainstream market is upscale individuals who buy off the floor sight unseen. – Hide quoted text — Show quoted text -> I wanted a Mercedes SLK. I really did. I wanted one so badly > that I pretty much disregarded the 1 year minimum waiting list for the > car, the very heavy price tag, and in fact, all of its competitors. > The only thing that kept me from wandering into a dealership before > now was the lack of a manual transmission option. When it became > available this year, and I needed a new car, I knew my time had come. > I found 3 Mercedes dealers listed in the Toronto area (where I live). > As I say, I disregarded a lot in deciding to get an SLK…one thing > that I haven’t mentioned so far is the image/reputation factor…that > of Mercedes being an "old man’s car", stodgy and conservative. > Friends and colleagues both mentioned it in hearing of my plans, but I
Response:
I don’t mean to start any flames here but my story is the opposite: I am a 27 year old hispanic who drives an ‘88 rusted out Honda CRX. I was in the market for an M3. Come to find out that the sedan is discontinued until probably the end of next year. Thus I had to change my options the the following second best: 540i 6-speed, GS400, or CLK430. I had a very hard time getting any attention at any of the three BMW dealerships here in town. When I finally did get some help, I got stuck with a salesman which truly believed that any BMW is God’s gift to earth, and that the other old fogy piece of crap and Japanese piece of crap were of no comparison. I understand that he has to support what he sells but he acted like it was an insult to even mention the other two car makes. Needless to say this was a complete turn off due to the fact that maybe I was looking for somebody a little more objective. Assuming that this was just the wrong salesman, I proceeded to visit one of the other two dealerships and force a salesperson to speak to me. Again I found myself with a very arrogant aid who believed that all the surveys out there who did not mention BMW as #1 were being bribed by the car make who was. Don’t get me wrong, I think BMW builds a superb car, but lets add a touch of reality to the equation. I then proceeded to the Lexus dealer. I found it to be a little snobby but aside from that, they were very helpful. To be quite honest, I enjoyed RIDING in the GS400 and the attention to detail on the inside of the car but that was it. The more I looked at the styling, the less I liked it. A month and a half ago, went to the Merc dealer and again I was treated with courtesy. Both dealers in town were extremely helpful (and very modest about their product I might add). I find it very hard to justify spending this kind of money on an automatic, but the treatment did it for me. Until the day I can find a BMW salesperson who can accept that there are other good products in the market, and try to sell it to me on its merits and not the God’s gift to earth feature, I will continue to look at other makes. Sorry if this upsets a few people but I just wanted to put my two cents in. Ramon
Response:
I had a similar experience at the local vw dealer last year. The wife and I had already been aproved for a ford explorer…overly large piece of …. anyway we stoped in to look and were considering a jetta glx ..about the same price range, actually it was cheaper. After being ignored for 30 minutes we were promptly ushered to a stripper golf…not what I had in mind after another 30 minutes we were allowed to LOOK at a glx…..In Conclusion SEE YA vw I will just have to make do with older mercedes and maybe a bmw 2002 , I recently found one in a salvage that looks promising. corey sucks to be young (28) – Hide quoted text — Show quoted text – > I decided to first visit the downtown dealership. I arrived, >only to be promptly ignored by the sales staff. I asked the >receptionist if I could have someone help me, and she told me that >regretfully, they were all busy and I would need to wait. So I >did…I wandered the showroom and looked around, waiting for someone >to free up. I waited and waited, and I found myself a bit annoyed >that there were sales people who didn’t seem to be busy after >all…they were with no one and didn’t seem otherwise engaged. But I >waited anyway, getting a bit frustrated as time wore on. After half >an hour, I still wasn’t helped, so I went back to reception and asked >again if someone could see me. She curtly said they were still busy. >When I pointed out that a couple seemed to be available, the stiff >reply was that they weren’t and would attend to me when they were. At >that point I walked out in disgust, disappointed at the treatment and >wasted trip, and thinking I’d find a better dealership at which to >spend my money.
Response:
Joe, I think that you missed out on a great car. Yes, I do own an SLK and before that I had a 325 BMW so I have gone in sort of the opposite direction to you. Personally, I think that there are quite a few great cars out there and it is not a good idea to settle on one brand for life. I wouldn’t marry myself off to a car maker! MB are very aware of this dealer situation that you described and the whole idea of the SLK is to get back the younger market that MB once had, so the response you got was way wrong. Still, I would suggest that you get in and drive an SLK when demand slackens off a little and I am sure that you won’t be disappointed. I am having a great time with mine and I don’t miss the BMW. Cheers Neil – Hide quoted text — Show quoted text – > I wanted a Mercedes SLK. I really did. I wanted one so badly >that I pretty much disregarded the 1 year minimum waiting list for the
Response:
I had the simular experience with a Toronto Mercedes dealer, saw one advertised as a ‘demo’ and called for a testdrive. It would take a couple of day to ‘prepare’ the car as it was mid winter etc. went to the dealer at the appointed time and he was out to lunch…it was suggested I get a coffee and come back later. Later I got the key and the saleman apologised they didn’t have time to clean the car, the testdrive took 10 min. as the previous owner was a heavy smoker. Left the dealer and on the way home past a Volvo dealer where I stopped to browse and ended up with a Volvo and saved a bundle! How did I end up here….the wife has a 1997 318iA. – Hide quoted text — Show quoted text -> I wanted a Mercedes SLK. I really did. I wanted one so badly > that I pretty much disregarded the 1 year minimum waiting list for the > car, the very heavy price tag, and in fact, all of its competitors. > The only thing that kept me from wandering into a dealership before > now was the lack of a manual transmission option. When it became > available this year, and I needed a new car, I knew my time had come. > I found 3 Mercedes dealers listed in the Toronto area (where I live). > As I say, I disregarded a lot in deciding to get an SLK…one thing > that I haven’t mentioned so far is the image/reputation factor…that > of Mercedes being an "old man’s car", stodgy and conservative. > Friends and colleagues both mentioned it in hearing of my plans, but I
Response:
>[long story deleted...] > A long two cents’ worth from a newly-educated shopper, >ex-Mercedes fan and current BMW devotee… >Similar experience, but with Cadillac dealers about four years ago. I >wanted an STS, and even though I’m much older than you, the dealers >wouldn’t give me the time of day.
Found a similiar experiance both with Mercedes and Landrover dealers, wouldnt gime the time of day and hell Im 40 and paying cash on the knocker. My BMW dealer has no hesitation in tossing me the keys anytime, Currently enjoying my 95 540i M immensely.
Response:
Just because you have suck dealers in Toronto doesn’t mean the SLK sucks. Why not go to the regional offices of MB and complain. How far is the next nearest MB dealer? Call him and see if he’ll sell you a car. Norb – Hide quoted text — Show quoted text – > Joe, > I think that you missed out on a great car. Yes, I do own an SLK and before > that I had a 325 BMW so I have gone in sort of the opposite direction to > you. Personally, I think that there are quite a few great cars out there and > it is not a good idea to settle on one brand for life. I wouldn’t marry > myself off to a car maker! MB are very aware of this dealer situation that > you described and the whole idea of the SLK is to get back the younger > market that MB once had, so the response you got was way wrong. Still, I > would suggest that you get in and drive an SLK when demand slackens off a > little and I am sure that you won’t be disappointed. I am having a great > time with mine and I don’t miss the BMW. > Cheers > Neil > I wanted a Mercedes SLK. I really did. I wanted one so badly >that I pretty much disregarded the 1 year minimum waiting list for the
Response:
– Hide quoted text — Show quoted text ->Tell us what your appearance and dress was when you went to the Benz >dealers, they are bombarded constantly with people that cant possibly >afford the cars but just want to gossip about cars and test drive them for >fun. Their mainstream market is upscale individuals who buy off the floor >sight unseen. > I wanted a Mercedes SLK. I really did. I wanted one so badly > that I pretty much disregarded the 1 year minimum waiting list for the > car, the very heavy price tag, and in fact, all of its competitors. > The only thing that kept me from wandering into a dealership before > now was the lack of a manual transmission option. When it became > available this year, and I needed a new car, I knew my time had come. > I found 3 Mercedes dealers listed in the Toronto area (where I live). > As I say, I disregarded a lot in deciding to get an SLK…one thing > that I haven’t mentioned so far is the image/reputation factor…that > of Mercedes being an "old man’s car", stodgy and conservative. > Friends and colleagues both mentioned it in hearing of my plans, but I
This was asked twice already, that I can see, and in response, while I can’t remember EXACTLY what I was wearing, in general I wear nice business casual…the Dockers/Northern Elements look. For what it’s worth, this definitely occured to me as a factor, but I wasn’t dressed in anything untoward, I think. The older gentleman I mentioned, as well as another older man I saw at one of the BMW dealerships, did both come in in suits, but I have to add, the day I feel I HAVE to wear a suit to shop for a car is the day I go back to Geo Metros instead (which, for the record, I think are fantastic little things nonetheless )! Joe
Response:
Salesmen and dealerships have no reason for existence other than customers. No customers, they are out of business. They play psych games and try to turn the tables making the customer feel he/she is beholding to THEM in order to deal from a position of strength. They should be thought of as little better than prostitutes until they prove they are providing real customer service. If the dealership wants to keep you waiting, and the receptionist abetts in this ploy, wait a reasonable amount of time (or until you have browsed all you want to unassisted) and ask the receptionist for the name and address of the dealership owner AND the Mercedes (or other) zone representative. During the conversation keep in mind that YOU are the one that is busy and THEY are the ones wasting your time. If you get disdainful treatment from a salesperson as in the paint selection case, have them give you the brochure AND show you the selection. You have no requirement to be as knowledgeable as they are about their product, and chances are when you pursue each item, whether it be colors or anti-rollbar sizes or tires or whatever, you will probably ultimately expose the person as an ignorant jerk (but you don’t call them that). You simply ask who at the dealership WILL be able to help you. They question your taste (the height of arrogant rudeness) and you can point to your objections with the design or styling, or it is also possible… you JUST DON’T LIKE IT, it is a visceral response you have to it. Simply (an graciously), I’m REALLY surprised that you seem to be questioning my taste, do you do this to all of your customers?. You probably won’t want to do business there anyway, but don’t let the salesperson take control of the situation… you control it, you have the money. If you find a good salesperson/dealership, spread the word around AND along with the GOOD recommendations you can add…. AND YOU CERTAINLY WOULDN’T WANT TO GO TO DEALER X, Y, and Z…. they…..(fill in explanation). Don’t get me wrong, there are good places to buy cars and good salespeople and they are not all just above prostitutes, but that is a position that is earned. Sales is a psych game. Go into it knowing thats the game and be ready to play. Remember, you play the ultimate card, you sign the check. Ron
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>Joe, >I think that you missed out on a great car. Yes, I do own an SLK and before >that I had a 325 BMW so I have gone in sort of the opposite direction to >you. Personally, I think that there are quite a few great cars out there and >it is not a good idea to settle on one brand for life. I wouldn’t marry >myself off to a car maker! MB are very aware of this dealer situation that >you described and the whole idea of the SLK is to get back the younger >market that MB once had, so the response you got was way wrong. Still, I >would suggest that you get in and drive an SLK when demand slackens off a >little and I am sure that you won’t be disappointed. I am having a great >time with mine and I don’t miss the BMW. >Cheers >Neil
Well Neil, of course you’re right in that it’s somewhat silly to commit permanently to a car maker based on one or two experiences, and of course I can’t say that BMW will be the only make I ever buy, but all in all, I think even with my cooler head prevailing, it will still take Hell freezing over to get me back looking at Mercedes again. There are a lot of wonderful cars out there, and from what I’ve "known" all my life, Mercedes has always had a hard time with their attitude toward the young. While I hoped the SLK represented a change in that ridiculous kind of thinking, I was sad to find firsthand that it hadn’t. No single car manufacturer will ever make a car unique and superior enough that I can’t find another one from another maker to satisfy me…and the SLK is pretty much as extreme in that regard as you can get, I think, with its unique hardtop. So while I am understandably enamored with BMW, I know that that might change and I might look at other quality makes (though to be honest it would take BMW actually losing my loyalty rather than me just hopping). But not Mercedes. I’m glad your experience was different (as I’m sure others’ have been), but I do frankly believe that M-B has never stopped being narrow-mindedly and offensively focused on the suit-wearing borderline-retiree market, and my own personal take at this point is that they are welcome to it. But they’ve blown it with me, even when I eventually make up a part of that demographic myself. Joe
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A good dealer isn’t stupid enough to judge a book by his cover. I’m 24 and went in with shorts, T-Shirt and a hat on, and was treated fairly decently, given a car to drive without the sales dude and everything, and I bought the car – now BMW has a customer for life. -Anthony 96 Z3 1.9 – Hide quoted text — Show quoted text – >Ah well, you didnt say how you were dressed. Normally they look to see if you >are well dress and sad to say what status you tend to throw upon them. I had >similar situation with the BMW dealers apparantly they look at your particular >racial background as well. At first i just put it off as a simple coincidental >episode but then it happen again. Anyway , we live in a society that we will be >judge by our looks not what we have in the pocket or the head. As for my >furure perception on people thinking that way ……U feel sorry for them.
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When the ML320 hit showrooms, I was looking for a sport ute. I was inches from signing for a ‘97 4runner ltd. I went to the MB delaer on the way back to my office after a sales call. Estate Motors in Bloomfield Hills, MI. For a change I was wearing an extremely nice suit, tie and overcoat (4.5 days a week I wear khakis and an oxford) I looked like Prince Shit. (28Y/O) I was driving my 525i. A salesman approached me immediately. Latched his lips onto my ass, and didn’t let go until I started asking questions about his ML. Do it got a kompiss? Iz diss REEL wood? Kin I git me sum AL loy tahrs? Well I might have asked him like that because he just quit talking. He went back to his chair. Said he was out of brochures, out of cards, and couldn’t get an ML for me for at least a year and a half! I leased the Toyota. Demian BTW, I tried to convince my wife to look at the C43 (I think that’s the model) as a possible alternative to an M3/4 but she won’t even look. – Hide quoted text — Show quoted text – > I wanted a Mercedes SLK. I really did. I wanted one so badly > that I pretty much disregarded the 1 year minimum waiting list for the > car, the very heavy price tag, and in fact, all of its competitors. > The only thing that kept me from wandering into a dealership before > now was the lack of a manual transmission option. When it became > available this year, and I needed a new car, I knew my time had come. > I found 3 Mercedes dealers listed in the Toronto area (where I live). > As I say, I disregarded a lot in deciding to get an SLK…one thing > that I haven’t mentioned so far is the image/reputation factor…that > of Mercedes being an "old man’s car", stodgy and conservative. > Friends and colleagues both mentioned it in hearing of my plans, but I > disregarded it as myth, and stuck fast. As it was to turn out, that > "myth" was to indirectly become the main reason I am now a > BMW-owner-in-waiting, and plan never to set foot in a Mercedes > dealership again, not even when I am old and stodgy . For the > little it may be worth, here is my tale; the experiences of a young, > one-time would-be Mercedes buyer. > I decided to first visit the downtown dealership. I arrived, > only to be promptly ignored by the sales staff. I asked the > receptionist if I could have someone help me, and she told me that > regretfully, they were all busy and I would need to wait. So I > did…I wandered the showroom and looked around, waiting for someone > to free up. I waited and waited, and I found myself a bit annoyed > that there were sales people who didn’t seem to be busy after > all…they were with no one and didn’t seem otherwise engaged. But I > waited anyway, getting a bit frustrated as time wore on. After half > an hour, I still wasn’t helped, so I went back to reception and asked > again if someone could see me. She curtly said they were still busy. > When I pointed out that a couple seemed to be available, the stiff > reply was that they weren’t and would attend to me when they were. At > that point I walked out in disgust, disappointed at the treatment and > wasted trip, and thinking I’d find a better dealership at which to > spend my money. > I found another dealership in the west end, and made my way > there the following Saturday afternoon to again look into an SLK > purchase. I arrived at a relatively empty dealership, and asked at > reception for some sales help, at which point I was met with a > saleslady and thought I was at least in better hands than at the last > dealership. Unfortunately, a few minutes into it confirmed that I > wasn’t; the woman’s disdain was so overt it was frankly > embarrassing…she was rude, disinterested and volunteered no > information; I found myself having to try to fill in most of her > answers to my own questions! When I asked if alternate dash styling > was available as an option (it was my first time seeing the SLK’s deco > look up close and I wasn’t overly impressed with it), her response > was, believe it or not, "I can’t believe you don’t like it." When I > asked about the available paint schemes, she said I’d need to look in > the brochure (which I later found out was useless "advice"..the > brochure has no information on available colors). The final straw was > when I asked her about the optional sport package…on our way across > the showroom to a model that had it installed, an older gentleman > walked into the dealership and asked her something as we were passing. > She simply stopped and started attending to him, which was a bit > annoying in itself, but then she literally walked off with him, > apparently to get keys for a test drive, without a word to me or so > much as a backward glance! At that point I’d had it…I went over to > reception and asked if someone else was available. The answer was no, > as it was a Saturday. I asked to see the manager, and was told he’d > only be in during the week. I again left, having wasted another trip, > no closer to getting my SLK, and so angry I thought I might tear my > steering wheel out on the way back. I called the manager the > following Monday and explained what I had gone through, asking if it > was the dealership’s usual level of customer service and if there was > someone there who could help me after all. He apologized profusely, > asked me to call him directly the next time I could come in, and he > would be happy to help me himself. So over the course of the next > couple of weeks, I tried to take him up on his offer, but he never > seemed to be available when I called. When I finally got a hold of > him on a Thursday night almost 2 weeks later, I asked if he was > available to meet and told him of the three things I was looking for: > the paint scheme availability, financing information, and a test > drive. At the mention of a test drive, he noticeably waffled and said > that no test drive cars were available. Incredulous, I asked him if I > was supposed to believe that everyone bought his cars sight-unseen. > He replied yes. After a bit of arguing, he conceded that there was > indeed a "press car" that Mercedes-Benz Canada kept available for test > drives, and that he would book it for me and call me the following day > with a confirmation. That call never came, not the next day or any > day afterward. > At that point I started looking at other makes, upset at the > whole affair so far, disappointed that my "dream car" was no longer > something I wanted to pursue, and frustrated at having to "start over" > and consider a market of models I hadn’t previously given a second > glance. BMW fell into the mix, of course, and I visited my first BMW > dealership about a week later. I was treated with courtesy and > respect from the minute I walked in. Models, features. and options > were explained thoroughly to me, and it was actually the salesperson > himself who offered me a test drive. I ended up at four dealerships > over the next several days, and at each one my experience was > similar…at no point whatsoever did I experience anything mirroring > my horrendous visits with Mercedes-Benz. I signed on the dotted line > at my favorite of the dealerships a week after that (about a week > ago), and consider myself now a potential BMW customer for life. > I’m relatively young at 29. I have no doubt whatsoever that > my age played a big role in the treatment I received. Whether it was > because my youthful appearance might have made me seem like a > joy-rider or non-serious buyer, or because I didn’t fit the usual > Mercedes age mold, I don’t know and don’t care at this point. I work > for a fairly successful young company, and the parking lot, as I was > to later notice, is peppered with BMW’s, but not a single Mercedes! I > would have been glad to be the one to dispel the Mercedes myth that > sees it as a stodgy, soulless older gentleman’s car, if for no one > else than for myself, but the only thing I’ve found is that it’s no > myth. I would say that I’m disappointed, and would certainly have > said it a few weeks ago, but all in all I’m glad that it happened for > a reason and forced me to consider BMW, which I have been completely > impressed with and am glad I chose. I do remain, however, completely > disgusted with Mercedes-Benz and won’t ever be walking into an M-B > dealership again. I can’t help but believe I’m not alone in my > experiences and think that while Mercedes may not give a damn now, it > probably will in a few years when the young people it so stupidly > antagonizes become its perceived target market and refuse to have > anything to do with it. I know that as far as I am concerned, anyway, > BMW has earned my grateful loyalty and will be seeing me return for > more of my car business, maybe all of it. > A long two cents’ worth from a newly-educated shopper, > ex-Mercedes fan and current BMW devotee… > Joe
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- Hide quoted text — Show quoted text -> I decided to first visit the downtown dealership. I arrived, >only to be promptly ignored by the sales staff. I asked the >receptionist if I could have someone help me, and she told me that >regretfully, they were all busy and I would need to wait. So I >did…I wandered the showroom and looked around, waiting for someone >to free up. I waited and waited, and I found myself a bit annoyed >that there were sales people who didn’t seem to be busy after >all…they were with no one and didn’t seem otherwise engaged. But I >waited anyway, getting a bit frustrated as time wore on. After half >an hour, I still wasn’t helped, so I went back to reception and asked >again if someone could see me. She curtly said they were still busy. >When I pointed out that a couple seemed to be available, the stiff >reply was that they weren’t and would attend to me when they were. At >that point I walked out in disgust, disappointed at the treatment and >wasted trip, and thinking I’d find a better dealership at which to >spend my money.
Recently, my wife and I stopped at the local dealers (New Century BMW) PRE-OWNED lot, which is about a mile or so away from the main dealership. Granted, we were not seriously looking, but I wanted to see if they had a used 318ti California. The saleman who helped was not very helpful, and finally he asked, What kind of car do you drive?" I replied, "A 325ic…but it’s an E30." He made some sort of laugh/chuckle sound under his breath. I was thoroughly outraged, and we left in disgust. For some unknown reason, we stopped at the main dealership on the way home. The eerie part was…we were shown the upmost courtesy by the young man who helped us. I told his manager about the treatment at the USED lot, and how we appreciated the help. They may have saved themselves from losing a potential customer. Mark Garcia ‘88 325ic (still with an eye on a 318ti with Calif. package.) ‘78 R80/7
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When the ML320 first appeared on the MB lots I went to take a look. It was really funny to see a customer parking lot full of trucks and SUVs. The salespeople seemed a bit stressed out about who was showing up. Heh heh. – Hide quoted text — Show quoted text -> > I decided to first visit the downtown dealership. I arrived, > >only to be promptly ignored by the sales staff. I asked the > >receptionist if I could have someone help me, and she told me that > >regretfully, they were all busy and I would need to wait. So I > >did…I wandered the showroom and looked around, waiting for someone > >to free up. I waited and waited, and I found myself a bit annoyed > >that there were sales people who didn’t seem to be busy after > >all…they were with no one and didn’t seem otherwise engaged. But I > >waited anyway, getting a bit frustrated as time wore on. After half > >an hour, I still wasn’t helped, so I went back to reception and asked > >again if someone could see me. She curtly said they were still busy. > >When I pointed out that a couple seemed to be available, the stiff > >reply was that they weren’t and would attend to me when they were. At > >that point I walked out in disgust, disappointed at the treatment and > >wasted trip, and thinking I’d find a better dealership at which to > >spend my money. > Recently, my wife and I stopped at the local dealers (New Century BMW) >PRE-OWNED lot, which is about a mile or so away from the main dealership. >Granted, we were not seriously looking, but I wanted to see if they had a used >318ti California. The saleman who helped was not very helpful, and finally he >asked, What kind of car do you drive?" I replied, "A 325ic…but it’s an E30." >He made some sort of laugh/chuckle sound under his breath. I was thoroughly >outraged, and we left in disgust. For some unknown reason, we stopped at the >main dealership on the way home. The eerie part was…we were shown the upmost >courtesy by the young man who helped us. I told his manager about the treatment >at the USED lot, and how we appreciated the help. They may have saved >themselves from losing a potential customer. >Mark Garcia >’88 325ic (still with an eye on a 318ti with Calif. package.) >’78 R80/7
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Unless you look as if you belong to some sort of very well-heeled country club, walking into a Mercedes, Lincoln or Cadillac dealership will likely be an exercise in futility, regardless of how serious you might be on purchasing one of their vehicles. This is rather ironic as younger customers who *don’t* look as if they have ‘old’ money are supposedly exactly the market that these traditional luxury marques are claiming they are trying to woo.
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> They play psych games and try to turn the tables making the customer > feel he/she is beholding to THEM in order to deal from a position of > strength.
You hit the nail right on the head. Apparantly, there are no sales or marketing folks reading this thread (yet), so no one has picked up on it. The dealer/salesman is playing a power game. Plus, by making you wait, they hope you’ll become impatient, flustered, etc., so they can take advantage of you. The game starts the moment you walk in the door. Often, even after everything else is done, you’ll still have to wait hours to get your car, while some obnoxious slimeball continues to try to sell you extended warranties, accessories, etc. Not all salesmen act this way. Some are sophisticated enough to know when they have a warm buyer, just by striking up a conversation. They don’t need to resort to this crap. Most of the others are probably too stupid, so they fall back on the classic hustlers’ techniques. > Sales is a psych game. Go into it knowing thats the game and be ready > to play. > Remember, you play the ultimate card, you sign the check.
This is true. My advice to a serious buyer would be to call ahead and make an appointment with the dealer. Tell them you want to come in when you know someone will be available to take care of you, give you a test drive, etc. If they give you the run-around, drop off a card, and tell them to call you when they have the time. Leave the impression that if they don’t hop-to, you’ll take your business somewhere else. Turn the whole situation around. I can dish this stuff out as well as anyone, but I must admit that I really, really hate it. It’s the main reason I have never, and may never, buy a brand-new car. I guess I’m just a wimp. I’ve tagged along many times with friends and family as they’ve gone through the process, to give moral support, and help them negotiate. I find the whole process disgusting. BMW and Mercedes dealers take note: Saturn and Lexus dealers are not like this. That’s why Lexus has been kicking your asses. Matt O.
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- Hide quoted text — Show quoted text -> I’m relatively young at 29. I have no doubt whatsoever that >my age played a big role in the treatment I received. Whether it was >because my youthful appearance might have made me seem like a >joy-rider or non-serious buyer, or because I didn’t fit the usual >Mercedes age mold, I don’t know and don’t care at this point. I work >for a fairly successful young company, and the parking lot, as I was >to later notice, is peppered with BMW’s, but not a single Mercedes! I >would have been glad to be the one to dispel the Mercedes myth that >sees it as a stodgy, soulless older gentleman’s car, if for no one >else than for myself, but the only thing I’ve found is that it’s no >myth. I would say that I’m disappointed, and would certainly have >said it a few weeks ago, but all in all I’m glad that it happened for >a reason and forced me to consider BMW, which I have been completely >impressed with and am glad I chose. I do remain, however, completely >disgusted with Mercedes-Benz and won’t ever be walking into an M-B >dealership again. I can’t help but believe I’m not alone in my >experiences and think that while Mercedes may not give a damn now, it >probably will in a few years when the young people it so stupidly >antagonizes become its perceived target market and refuse to have >anything to do with it. I know that as far as I am concerned, anyway, >BMW has earned my grateful loyalty and will be seeing me return for >more of my car business, maybe all of it. > A long two cents’ worth from a newly-educated shopper, >ex-Mercedes fan and current BMW devotee…
It’s a shame that crappy dealers end up converting you away from your dream car. I am the same age, and I am currently deciding between a 3 and a 5. I have visited the nearest BMW dealer twice in a six month period, and I have consistently been treated like crap. I mean, the last time they were about as rude as you can get, and must have thought that I was just there to drool, rather than shop, regardless of the fact that I drove up in my dad’s ‘97 740iL. Luckily, I have been able to find a few more cooperative dealers in San Diego. I don’t understand how stupid some of these dealers are.