Let's be honest — the car-buying process can be somewhat intimidating. A car is a major purchase on anyone's budget, and for someone who doesn't know much about the subject, it can be downright scary. Add in a sales person who thinks that you're clueless — someone who may or may not take advantage of that — and it's clear why some women would want to run in the opposite direction. "Run" being the operative word.
Or, I don't know, maybe I'm the only one who has this particular phobia. In which case, I'm the ideal recruit for the assignment the Women's Post has given me: to visit automobile showrooms, undercover as a potential buyer, and rate my experiences. I don't have any special car knowledge other than the experience of buying my own vehicle. But, the way I see it, that really shouldn't matter.
And it really didn't seem to at my first stop in this car-shopping extravaganza, at BMW Toronto on Sunlight Park Road, just off of the Don Valley Parkway. There, the service was friendly and down-to-earth, not at all what I'd expected from one of the world's most desirable brands. If they'd taken one look at me and said "You've got to be kidding," I have to admit I wouldn't have been surprised.
At first, though, I had to wonder if that's exactly what I'd find. After all, it took two full days for anyone to get back to me after I filled in my initial online request form for a test drive (at www.bmwtoronto.ca), where I asked to check out a stylish 2006 model of the 330Ci Cabriolet M — a four-seater convertible that's listed for $71,800 and seemed perfect for a woman looking to splurge on something sporty yet practical.
Filling in the questionnaire, I asked for someone to get back to me by email; after a couple of days, enough time to go out and purchase something else instead, the sales representative called instead of emailing.
But what won me over right away was the personality of the sales associate herself, Katherine Krieger. That it was a woman calling surprised me, and before I even made it to the sales office her demeanour pulled me in. Mostly because it was exactly the opposite of the sales traits that tend to turn me off: condescending attitude and fine-tuned sales pitchs in particular. On the telephone, Kathy sounded like someone's grandmother, and when I visited the sales room and saw the children's photos on her desk, I assumed that she was.
In fact, the whole sales experience was a welcome surprise. Everything was kept relaxed and low-key. There's even a lounge with a TV and toys upstairs, perfect for keeping families entertained during the buying process. Or, for the working woman waiting for her car to be serviced, empty cubicles offer space to set up your laptop as well.
The car itself was what you'd hope for from a BMW: great design combined with quality craftsmanship. The test drive offered a smooth ride, especially once I could give it a little gas on the DVP. The leasing option I asked about came with maintenance and roadside assistance, and there were plenty of perks as well, from the shop of BMW-related merchandise to the "BMW Spa," a deluxe car cleaning treatment that includes bug and tar removal, hand washing and waxing, and interior vacuuming.
I leave realizing that there's definitely a good reason why BMW is one of the world's most aspired-to brands.
Image courtesy of BMW Toronto.
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