"It doesn't matter if it's our local showroom or one in China, BMW customers get an unmatched luxury experience that resonates across industries and languages," said Marshal Cabot, general manager of BMW of Peabody. "BMW has earned its reputation by remaining 100-percent focused on the customer at every touch point, whether it is sales, advertising or vehicle service."
Though it may not come as a surprise in light of the Reputation Institute Report, BMW was also the top-ranked car brand in the recently released 2012 BrandZ Top 100 Most Valuable Global Brands list from market-research agency Millward Brown. BMW was estimated to have a brand value of more than $24.6 billion based on analysis of financial data, market intelligence and consumer measures of brand equity. Luxury competitors like Mercedes-Benz, Audi and Lexus followed behind on Millward Brown's car-brand list, coming in at numbers three, eight and ten, respectively.
Despite its recent top rankings, BMW is still making moves to improve its customer service on showroom floors. Taking a page from Apple, the fifth-ranked company on the 2012 Global Rep Trak 100, the automaker won't be using product geniuses equipped with tablet computers to explain various vehicle features to customers in a low-pressure sales environment. BMW's new genius program is rolling out in Europe and China this year before heading to the United States later on.
The connection between BMW and Apple extends beyond that shared consumer-service approach, as BMW will also soon be integrating Apple's Siri voice-recognition technology into its vehicles. Expected to be available by mid-2013, the new Eyes Free System will allow users to press a button on their steering wheel that activates Siri on their iPhone. Once in Eyes Free Mode, drivers will be able to use their voice to make phone calls and texts, find their favorite music and set reminders, alarms and events.
"BMW has remained a successful company for so long because it is never afraid to embrace innovation, both from within or from another forward-thinking company like Apply," added Cabot. "It could very easily become complacent with all of its accolades, but instead BMW is constantly looking for ways to improve its products and customer service."