BMW Group Receives Four Awards in Strategic Vision's Total Delight Index

BMW 7 Series received the highest score BMW 3 Series, X5 and MINI COOPER also led their segments

Woodcliff Lake, New Jersey, January 23, 2003; The BMW Group received four awards in the new Strategic Vision Total Delight Index (TDI). The all-new 2002 BMW 7 Series was the highest scorer among the 34 winners in all segments in the new study and the winner in the Luxury Car category. Second in the category was the BMW 5 Series. The BMW 3 Series and X5 as well as the MINI COOPER also led their segments in the study by the San Diego-based research firm. This new index is intended to help product planners design delightful vehicles that will bring the commitment and loyalty their firms need in a competitive marketplace.

In seeking to go beyond customer satisfaction, Dr. Darrel Edwards, Strategic Vision president stated, "satisfaction, even 'completely satisfied,' meant the manufacturer merely had fulfilled the basic contract with the customer. Satisfaction thus became the midpoint of our delight index. Delight is a more positive and more emotional response than simply excellent," continues Edwards. "You can create an excellent vehicle without delighting the customer. When you do delight your customer, you create a strong emotional response that commits the customer to the product, brand or manufacturer. That leads to loyalty, when the customer chooses the brand whenever possible."

"We're very pleased with the results of this survey," concluded Thomas Jefferson, BMW's 6 Series, 7 Series and Z8 Product Manager. "7 Series sales have been spectacular since its introduction last January, and this survey gives concrete substantiation of what our customers have already indicated through their purchase decisions."

The 7 Series also recently won recognition from the editors of Automobile Magazine as Best Luxury Car Over $40,000 in Automobile Magzine's "All-Star" awards in the February edition. Recognized for its unparalleled driving experience, the 7 garnered this praise: "...the 7 Series is...challenging, demanding, even addictive. This is the automotive equivalent of first class." The MINI COOPER has garnered numerous awards in its first year including the 2003 "North American Car of the Year".