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Bmw dealer experience review: Sierra bmw

ibjman

New member
I have to announce how disappointed in the customer service (or lack thereof), that I received with a recent online purchase from Sierra BMW in Sparks, NV.
This was my first experience with buying anything from Sierra BMW and it will be my last.

I Ordered an aftermarket "Hornig" Billet Ignition key head with a BMW roundel insert from them on May 29, 2013.

After a couple of weeks when the product had not arrived I sent off a "contact us mail" from the Sierra BMW website inquiring about the status of the order.
Another week or more went buy......no response from Sierra BMW.
I initiated a phone call and got hold of their parts representative "Lane Swall". When I asked him about the transaction and the lack of response to the mail, He seemed very "casual" about the whole sale.....announcing that he had seen my enquiry a couple of days ago.
Lane told me that the Logo part which is sourced from BMW was on order from "Germany". We agreed that he would go ahead & send me the Billet aftermarket part of the order and forward the little logo when it came in.
I received the main part on about 6/11 and continued my wait for the final piece.
I received an update from Lane via email 6/21/2013 stating the following: The comments for your order are: shipped 06/07/2013; bmw logo to follow; thanks. ls

Your order has been updated to the following status.

New status: Partial Shipment
Please reply to this email if you have any questions.

Upon receiving this notice I sent a reply email to Lane Swall asking for a clarification asking if this meant that the logo part had been shipped or if it meant that it was still on order?
Today is 7/10/2013
Again, I have no response from Lane.

It's been 6 weeks since my order and I don't have my item. It's 4 days till we leave for the BMW Rally in Salem. I expect I'll be going without my finished accessory.

Sierra BMW continues to advertise for sale of this item although they obviously can not deliver it. (See the URL below)
http://www.sierrabmwonline.com/prod...wbmw-logo-bmw-r1150gs-0075-62112305861-p-1649

I have to say that not only am I very disappointed in Sierra BMW's ability to fill this order in a reasonable time.
I am even more disappointed in Sierra BMW's utter lack of any respect for their customers in failing to respond to 2 separate email requests.
I could never recommend Sierra BMW!
Regards, Jeff Walker (ibjman)

PS: the part number I appear to be wanting yet is: 62 11 2 305 861. It appears to be a dashboard Logo for K1200.
 
Given a partial fill and date of what little e-mail activity took place sounds confusing. I assume the logo is on back order but there are no comments to that effect found within Lane's e-mail or your comments. Dealers are frequently flying blind when product is coming from Germany. It would appear that Lane is either incompetent or maybe severely overworked and undermanned due to the time of year. Maybe both.

Here is what I would recommend:
(1) Using the logo part number contact another dealer and inquire about availability
(2) If on backorder you may have no choice but to wait until the backorder is filled
(3) If available contact the Sierra parts manager or if necessary the Sierra general manager or dealer principal to discuss unhappiness

I imagine the logo is a sourced item and ETA's from Germany seem to always be up in the air as the system leaves a lot to be desired. The dealer literally may not know what's going on. Pretty unbelievable in today's marketplace. The poor commentary of the dealers e-mail combined with the lack of further communication really needs to be discussed with a decision maker at Sierra. Almost all BMW stores are undermanned in the "season" and poor service is frequently the end result. You sound like you've done your share in the patience department. Time to take further action by contacting a decision maker and it's always nice to know the availability of the part ahead of that conversation.
 
I've made a couple online orders from Sierra and with one item the BMW instructions were wrong for my bike and I called and spoke with Lane and he spent about 15 minutes looking in his computers for the correct info and found it and emailed it to me right away.

I'm sure your logo is sourced from a small company that probably does a manufacturing run every so (not) often. Coupled with that coming from Germany, I'm sure your order just hit at the wrong time. That's no excuse for their lack of explanation, but it is a small item, in peak season where they are quite busy. It's not like you are waiting for a transmission. It's an annoyance, yes, but it's not cancer, so keep it in perspective.
 
I've made a couple online orders from Sierra and with one item the BMW instructions were wrong for my bike and I called and spoke with Lane and he spent about 15 minutes looking in his computers for the correct info and found it and emailed it to me right away.

I'm sure your logo is sourced from a small company that probably does a manufacturing run every so (not) often. Coupled with that coming from Germany, I'm sure your order just hit at the wrong time. That's no excuse for their lack of explanation, but it is a small item, in peak season where they are quite busy. It's not like you are waiting for a transmission. It's an annoyance, yes, but it's not cancer, so keep it in perspective.

He's actually complaining about the lack of customer service/response time more so than the lack of the item.
 
How does an aftermarket company "use" the roundel on a key? Aftermarket implies(as compared to a system derived part) BMW licensing the roundel-I thought only "they" could use it?
 
How does an aftermarket company "use" the roundel on a key? Aftermarket implies(as compared to a system derived part) BMW licensing the roundel-I thought only "they" could use it?

You are correct. This means that the key company in question is presumably paying a licensing fee of some sort.
 
So, you're falling on your sword over a small accessory you could just as well have purchased at your local dealer?
 
The roundel is a BMW part that can be purchased from most any dealer. I believe they are actually selling it separately but as a pair as you can get a different symbol in the center normally.
 

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Update

First: Thank You for all the positive Feedback. This forum has a great bunch of folks!

Actually, I was kind of subtly hoping that someone, somehow, remotely connected with Sierra BMW, might actually be reading the forums & pick up on this. Wishful thinking....I suppose.
I could do more in efforts to chase this tiny item down but I've grown fatigued with the whole thing........I'm all packed to leave for the Salem Rally before the crack of dawn on Monday morning.......I'm not going to let it have any negative influence on my first ever BMW rally.
As a matter of fact.......my trip from Phoenix to Salem will take me within 7 miles of this dealer's store.
I considered stopping in & having a chat face to face with the powers to be there.......but elected not to go even that far out of my way on an obviously hopeless venture.

The original part comes with a Hornig logo designed to put in the space at the top of the billet knob.
The dealer offers the Genuine BMW logo (intended to be used on a 1200cc dashboard part) as a separate item that will fit in this space.
It's actually 2 separate parts in 1 order. The complete aftermarket part with it's logo was received.
The Genuine BMW logo that the dealer chose to offer as part of the package is the part lost in the ether.

As for peak season, overworked personnel, etc. I understand that. I have been on BMW's for many years & I've seen many dealers. MAX BMW in their New Hampshire store (Online rep "Drew") always provides exemplary above & beyond service. Conversely the MAX BMW store in New York that I tried to get a jacket from turned out to be an appalling fiasco.

Like companies "FedEx", "Mercedes Benz", & "Cadillac", BMW is represented as a quality (spelled expensive) brand! Top brands attract demanding clientele.

There is no excuse to ever be "undermanned" rather it be financially or competence related in a high end market, if a dealer expects to survive in todays environment.

MY VOTE FOR BEST OVERALL DEALER EVER: Irv Seaver BMW in Orange, CA. Evan Bell is their leader, I've purchased 2 used BMW's from them. They are the best!
Regards, Ibjman
 
I understand

I understand, and thank you for your post.
Since I've already paid this dealer about $50 for this trinket, I elected not to spend more money to buy it again from someone else.
.......Just stubborn that way, I suppose.
Regards, Ibjman
 
UPDATE: Recieved from Sierra BMW

I just received this kind response from Lane at Sierra BMW:

Deepest sympathy's to all those associated with the loss of Mr. Chavarin. Our hearts & prayers go out to Manuel's Family.

Hi Jay,

I just wanted to drop you a quick note to let you know that we haven't
forgotten about you...

I'm quite sorry about my delayed response--on July 1, 2013, we experienced a
huge tragedy within the Sierra BMW Family. We lost Manuel Chavarin, Sierra
BMW Shipping Specialist, to the waters of the Truckee River in a drowning
accident. We have been reeling ever since.

Tom Lynn, Sierra BMW Parts Manager, and I have been following you order.
Unfortunately, the BMW Roundel remains on back order in both the US and
Germany. Typically, this type of back order resolves itself quickly;
however, in this case, things are moving quite slowly. We will keep you
posted with any movement whatsoever.

I am also sorry that your parts will not make it in time for the MOA
National Rally.

Many thanks again for your order.

Kindest regards,
Lane

Lane Swall
General Manager/Dealer Principal
Sierra BMW Motorcycle | Sierra Motorcycle Supply
 
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