Auto time

It’s that time of year when you have been bombarded with commercials spotlighting shiny new cars topped by large bows, and suddenly your reliable whip in the driveway looks road-worn and tired. Maybe you’re thinking it’s time to trade in your old wheels for something sleek, powerful and sexy. But where to spend your hard-earned money? And how can you be sure the company you support is a company that supports LGBT issues?

Consider this: Witeck Communications, in 2012, estimated the total buying power of LGBT adults was $790 billion. Further, Harris Interactive and Witeck-Combs Communications found that 87 percent of LGBT adults would consider a brand that offers equal benefits for LGBT employees, and even if the brand was more expensive or less convenient, 71 percent of LGBT adults would remain loyal to the brand if they are supportive and friendly to LGBT issues.

That represents a lot of buying power and brand loyalty. And one company worthy of LGBT patronage and support is BMW.

Why BMW? Because in 2008, after BMW of North America began offering domestic partner benefits to their employees, Joe LaMuraglia, publisher of Gaywheels.com said, “We welcome BMW to the ranks of gay-friendly brands. I know that the decision to extend benefits to all their US-based employees will be welcomed by their LGBT owners as well as potential customers.”

One place to find your new BMW is the San Diego International Auto Show at the San Diego Convention Center. This year’s show, which opened Jan. 1 and ends Jan. 5, will feature 400 models from 36 manufacturers. In addition to looking at cars, visitors can participate in exciting and fun new features, ride-and-drive events, family entertainment and interactive activities.

I sat down recently with Friedel Greene, client advisor for BMW of El Cajon, to discuss cars, LGBT consumerism and the International Auto Show at the San Diego Convention Center.

Lance Ryder: Tell us about BMW of El Cajon. When was the dealership established? How are sales? Has the dealership received any awards?

Friedel Greene: BMW of El Cajon began as Cunningham BMW in 1974. Sunroad Automotive purchased the dealership in 2008 and established BMW of El Cajon. Sales have been excellent and we’re on track for another record year. We are proud to have been named a “Center of Excellence”. The award is given to only 33 of the 366 dealerships in the U.S. In fact, we’ve been told that for 2013 BMW of El Cajon was the highest ranked “Center of Excellence” in the entire 11-state western region.

BMW of North America was named a “gay-friendly” brand by gaywheels.com in 2008. What does that mean for the LGBT consumer?

It means BMW values and supports diversity. Treating all customers with the same level of respect is a fundamental philosophy. Long before it was ‘fashionable’, BMW made it easier for domestic partners to purchase a new car. There was a time when it was hard for partners to finance their purchase. We made it possible for people who were not blood relatives or married to obtain financing. This small step opened the door and allowed domestic partners to purchase and establish credit together. Besides, not everyone who lives and works in El Cajon drives a pickup truck with a gun rack and an NRA sticker in the window.

The International Auto Show is currently on at the San Diego Convention Center. What can people expect to see when they attend?

This will be an exciting year for BMW. We are introducing 13 new models, including two fully electric cars. The i3 is an electric car with a full charge range of 80 miles which is perfect for the average commuter. The i3 is slated to arrive in showrooms in the first quarter of 2014 with a price of $40,000 and tax breaks of up to $10,000. BMW will also introduce another fully electric car, the i8. People will also notice that we are re-branding our cars. All coupes will have even numbers and sedans will have odd numbers. For example, the i-series will now feature the 228, the 235 and the 235M. But what’s really exciting is the introduction of the 4-series convertible, which is a car that will definitely be seen, and is for the driver who wants to be seen.

Tell us more about the ‘green’ technology in autos. What’s ‘green’ about BMW?

I’ve already mentioned the all-electric i3 and i8 models. These two models will add to our lineup of active hybrid vehicles in the 3-series, 5-series, 7-series and X6. Plus, BMW offers a full line of low-sulphur diesels. BMW continues to pursue green advance technologies.

LGBT buying power was about $800 billion in 2012. Why should LGBT consumers choose BMW? Does BMW provide a good return on investment?

First of all is the joy of driving a car that fully engages the driver. Secondly, BMW is one of the safest cars on the market. And BMW is one of the most respected car makers which adds to a remarkable resale value and return on investment.

Buying a new car can be a tedious experience, sometimes taking hours, multiple negotiations, etc. Tell us about the buyer’s experience at BMW of El Cajon. Is it painless?

Buying a car at BMW of El Cajon is a completely painless event. In fact, purchasing a car from me is an enjoyable experience filled with laughs and smiles and ends with driving a new BMW home. What could be more painless than that?

What’s on the horizon for BMW?

Not only do we have a great deal of new product coming on line, but we are excited about our new dealership opening in April. The expanded facility will allow us to better serve everyone, and will be at the forefront of BMW’s new design.

Finally, what is your favorite BMW model and why?

I drive a 635CSi, which is an old-school favorite. But I love the new M6 Gran Coupe. Its styling is sleek and sexy.

Learn more about BMW of El Cajon here: http://www.bmwofelcajon.com/

Learn more about the San Diego International Auto Show and buy tickets here:

http://www.sdautoshow.com/features-attractions

SOURCES:

Witeck Communications, “America’s LGBT 2012 Buying Power Projected at $790 Billion” (2012); Harris Interactive and Witeck-Combs Communications, “LGBT Adults Strongly Prefer Brands That Support Causes Important to Them and That Also Offer Equal Workplace Benefits” (2011).

http://gaywheels.com/2008/01/bmw_joins_the_gayfriendly_rank/