Word: hamawaki
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...company. The BMWs were almost casually displayed in large showrooms that also contained such disparate products as imported cameras and audio equipment. Convinced that sales could be much higher, BMW made the bold decision to buy the dealerships and start a full-scale Japanese subsidiary. The company chose Yoji Hamawaki to direct its new offensive. He is a marketing whiz who spent 14 years selling Kawasaki motorcycles in the U.S. before moving to BMW Japan as president...
...Hamawaki knew well what Japanese consumers demand: a quality product, good service and a wide variety of models and features. To back up its already strong reputation for quality and service, BMW spent more than $10 million on a Japanese distribution center, which rushes spare parts to the company's dealers within 24 hours. Since 1981, the number of BMW models offered has increased from seven to 21. And each model, from the basic 318i ($26,000) to the top of the line M6 ($90,000), is laden with "standard features" that are usually options in Europe...
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