Like the “ultimate driving machines” that surround them daily and span the lots of their workday home at 1105 E. Lamar Blvd., the members of the Group One Auto team at BMW of Arlington are taking excellence to a new level.
To wit: Arlington’s premier luxury automobile dealership recently opened a 45,000-square-foot Showroom and Service Facility, complete with state-of-the-art equipment and amenities. The perks for customers include complimentary coffee, fruit, and a pastry bar – all offered in a spacious, quiet, comfortable waiting area that features WiFi.
In essence, the new facility affirms the BMW experience – and provides the latest testament to the quest for perfection that drives General Manager Michael Coleman and the dealership’s ensemble of salespeople, customer service specialists and highly trained and experienced technicians to satisfy every customer.
Coleman has been associated with the company for nearly three decades, notably leading BMW dealerships in Rhode Island for 13 years and in Hilton Head, S.C., for three more before moving to his position at the Arlington facility on May 2, 2016.
Five of the stores he managed were awarded the top recognition from BMW, the “Center of Excellence” Award. BMW recognizes 30 dealers across the U.S. every year, and this award is based on Customer Satisfaction and Overall Customer Experience.
“My goal,” Coleman says, “is to make BMW of Arlington my sixth store to receive this prestigious award.”
To that end, he works daily with Service Manager Marvin Hirschel, a 35-year veteran in the automotive industry, to make BMW of Arlington the premier dealership in the region. The new BWM Service Center is the only one in the Metroplex to offer complimentary valet service with pick up and delivery at your home or office while your BMW is being serviced. Customers receive a loaner BMW during their service, and upon completion, the customer’s car is returned sparkling clean.
“When you call to schedule an appointment for service with BWM of Arlington,” Coleman says, “we are committed to
accommodating your needs as soon as possible. Often, we are able to say, ‘Bring your car in now.’”
Coleman and Hirschel eagerly share their common vision with their employees. Consequently, they attract employees that are well matched to the BMW clientele and ultimately assist their employees in becoming successful in their individual roles.
“Our goal is to hire the right people and provide them with the leadership they need to succeed,” Coleman says. “Others may be able to replicate these philosophies, but they cannot duplicate them. Everyone at BMW is dedicated to providing each customer with the highest level of service possible. And today, we are delivering this goal one customer at a time.”
Coleman says he is excited that many of those customers are already friends. After moving to Arlington, he quickly became active in civic and social opportunities, serving as a board member for the Arlington Chamber of Commerce and spearheading the dealership’s corporate sponsorship of SPCA of Texas. “One of my commitments is to be more involved in our community,” he says.
In the meantime, he is leading his team to unprecedented success. The dealership has 135 employees, with plans to expand to more than 150. The new additions will join a group that is used to creating – and meeting – lofty expectations.
And, as one customer says, it’s a team that delivers. “It’s not just about customer service at BMW of Arlington; it’s about relationships,” says Blake Walker, CEO of Arcis Golf. “Michael’s team focuses on excellence and hospitality. They create customers for life.”
Arlington Chamber President Michael Jacobson agrees: “Just like the City of Arlington, BMW of Arlington is running at peak performance and making dreams come true. Their investment in a new world-class facility demonstrates a strong commitment to their customers and to our community. Through their support of the Arlington Chamber of Commerce they are fueling our mission to champion economic and community prosperity.”