Good Work, Herr Schröder!
21.06.2010 – The BMW branch Berlin has better results than market trends – and supports a good cause
By: Michaela Mehls
Photo: Kay Herschelmann
Overall the Berlin branch of BMW sold 0.3 percent more new and second-hand cars than in the previous year – a record«, reported the Berliner Morgenpost. It’s true, »2009 was the best year in the history of this branch. Despite numerous challenges on the German automobile market we have been able to increase total sales again, selling 8,100 new and second-hand BMWs and MINIs« confirms Hans-Reiner Schröder, head of the BMW branch Berlin, in interview. This, despite the fact that the German automobile market in Germany is declining. »Our success is due to team effort« says Schröder. »You need a front man fighting on the front line but the team behind him or her are those effectively achieving results. With our technology package EfficientDynamics we are also a leader in sustainable car manufacture worldwide« he adds.
Hans-Reiner Schröder is »on the front line« every hour of every day. He has, for example, visited »more than 200 evening events in this city« over the past two years because he is convinced that »it is easier to sell a car face to face than through an advertisement« – although he is very happy with the BMW Group’s marketing. He collects a large number of business cards at each of these evenings »which are processed by my sales team.« Ambassadors, diplomats, captains of industry, stars of film, radio and television – this is the league he plays in. Frequently, he creates the opportunity for these encounters himself – and this is often in a good cause. For example, BMW Berlin issues invitations to State Opera for Everyone at Bebel square or to a fashion show in the Russian embassy. Charity events such as the Felix Burda Award or the gala dinner for the German Cancer Fund are supported; then there are the company’s own campaigns such as the BMW Art Advent Calendar in aid of the children’s charity SOS-Kinderdörfer in Berlin and Bavaria. The BMW branch in Berlin also organizes sports events such as the BMW Golf Cup and the BMW Sailing Cup and sponsors, for example, the BMW Berlin Match Race at Wannsee lake. In 2010 BMW even extended its engagement as partner of the 60th Berlinale.
Together with the locations in Weißensee and Marzahn and the BMW showroom on Kurfürstendamm, BMW Berlin employs 410 people. Selling a car involves a great deal more work for the team than first meets the eye. A salesperson must be familiar with all models and the technical complexity of modern vehicles – more familiar than the client who is generally well-prepared before setting off for the car showroom. This makes further training essential, on EfficientDynamics for example. The concept involves »not just individual aspects but a whole package of interacting technology. All of which serve to reduce consumption and CO2 emissions and to increase driving enjoyment« says Schröder. For example, the automatic start-stop function. When the vehicle stops – such as at the traffic lights – the motor switches off automatically and starts again when the clutch is pressed. The driver becomes quickly accustomed to it.
In addition to expert knowledge, the »sales personality« should be so convincing, that the customer is prepared to buy – the same product as elsewhere at a similar price – at the sales office in future too; i.e. customer loyalty. After-sales also involves a great deal of work: Leasing contracts must be processed, inquiries answered, gray textile interiors replaced with black leather…
The moment of delivery is a momentous one. The customer’s entire family turns up and BMW Berlin has prepared everything. »We have delivered more than 1,000 vehicles in the month of April 2009, but the average figure is 650. The coordination between the individual departments – spare parts, servicing, new car sales and logistics – needs to be 100 percent perfect« says Hans-Reiner Schröder. »We deploy your staff on Saturdays and Sundays, otherwise we wouldn’t get all of these cars onto the road« he continues referring to the around 40 Dussmann Service employees who are responsible for vehicle valeting. Every vehicle which is delivered goes through their hands, whether new or second-hand, whether a limousine, a hatchback, a coupé, convertible or motor bike. In addition, they also service the BMW 7 series VIP fleet, comprising 15 vehicles.
A new vehicle sparkles and shines within around 90 minutes, the leftovers of the protective foil and transport grime is removed and the vehicle is polished to a mirror finish. For second-hand vehicles, the Dussmann team needs around four and a half hours to finish the job. Not only the exterior is cleaned but also the motor, the rims and the tires. Minor paintwork damage, dents and scratches can also be removed using special techniques. The trunk, the roof interior, the foot mats, the seats, the dashboard, the glove compartment and the back shelf – everything is immaculate. Paintwork cleaning, polishing and buffing with a microfiber cloth complete the procedure.
Hans-Reiner Schröder is happy with the service provider. »It is important to us to have a reliable partner. Dussmann has proved to be exactly that over the past years. What do you do when the normal delivery plan prescribes 650 to 700 cars a month and suddenly, one month, there is a 30 percent increase? In this situation, it’s great to have a partner who can react flexibly and provide more operatives or variable working times to meet targets« explains Schröder.
Schröder is positive about the future of the branch, »I am cautiously optimistic that we will return to the path of growth in all areas within the following months.« The market is »effectively there«, Schröder believes. »Diligence, attractive offers and good products provide the opportunity to find new customers and new customer groups« he concludes.
And the future of the car industry? Frequently used expressions are »alternative power« and »hybrid vehicles« which use two different forms of drive, generally internal combustion and electrical power. At the IAA, BMW recently presented its two first hybrids: the BMW ActiveHybrid X6 and the BMW ActiveHybrid 7 – the next step of the BMW EfficientDynamics program. Soon, the first ones will stand in the Berlin BMW branch – waiting to be polished in preparation for delivery.
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