Working take
Primary store on this call is Brian Harris BMW (J&L framed it off the earlier Jackson weekly). Sales need more help than service — BHBMW service is a lot better than Jackson. New sales were down ~10–15% earlier in the year and are now roughly flat YoY after catch-up; Sep–Dec historically strong. Aim 80–90 new units in late-year months if inventory + incentives cooperate. September pacing (data through ~8th) ~50–60 with EOM volatility. Used/CPO good — up 16% last three months (June/July carry; August softer). Push remaining X5s (~19–20) into mid-October before 2027s; model-intro sales event quote coming from Caleb; BHBMW service 10% disclaimer needs $200 max + exclusions fixed; Facebook lead forms on hold; keep VLAs on Performance Max.
Sales flat → need help
Service stronger than Jackson
Target 80–90 late year
Used/CPO +16% 3mo
~19–20 X5s left
$200 service cap disclaimer
Model intro quote pending
Sales performance
YoY arcEarlier 2026 down ~10–15% (range spoken 10/12/15). Now almost exactly flat YoY — last few months played catch-up. Lance expects Sep–Dec strong.
2024 benchmarks (J&L screen)Oct 98 · Nov 78 · Dec 93 new units. Recent months high-60s. Question: can BHBMW hit 80, then 90, once 27s (esp. X5) arrive — inventory + incentive + economy dependent.
September paceJ&L data through ~8th (txn received 9th): solid start; pace at least 50, maybe closer to 60. Mid-month and EOM close patterns can swing hard.
Focus models (Sep paid)Heavy X3 + remaining X5s; supplement 5 Series on display/demand gen + some paid search. Brett: no other inventory “problem child” called out. iX3 inventory appropriate (~2 months); those will move.
Used / CPO
ReadCPO + total pre-owned in a good spot with growth. Up 16% last three months; June/July carried; August down a bit.
DriversMerchandising quality (photos, pricing) + listing ads. Bad price/photo → used looks like garbage. J&L brought it up because the team usually only talks new + service.
X5 inventory + model intro path
Stock~19–20 remaining 2026 X5s (J&L 19 / Lance ~20). Expect low single-digits by month-end as stock clears or buyers hold for 2027. Push now through ~mid-October; should last about that long at current pace. One 2027 already showing on site (build-slated; not close — mid-October arrival guess).
2027 timingLate October, more likely early November for new body stock (spoken this call).
X5 sell rate contextLast month 15; other months 20 and 28 cited.
Model intro sales event (Caleb / J&L)Once new product is on ground with real lease/incentive ammo: mail + 3 email rounds + ringless VM + SMS + outbound calls; 50% BMW co-op eligible on their direct-mail sales events. Example target ~2,000 (X7/X5 owners + limited Mercedes conquest ≤~30% of list). Response ~0.75–1.5% → ~15–30 appointments. No BDC booked into the sales-event price (unlike recall). Caleb to send ~2,500-person quote for BHBMW; Jackson feasibility separate.
Sister-store context onlyJackson private viewing ~23rd (invite-only, hors d’oeuvres, non-alcoholic after prior alcohol issues) — discussed as reference, not a BHBMW event locked today.
Recall activation (BHBMW track)
StatusCaleb has a quote marked up for Harris and will send BHBMW recall details/quote. Separate from Jackson’s Rick path (Caleb also calling Rick).
Why dealers like itGuaranteed warranty RO money per appointment + CP upsell once the car is in the air. Higher response (2–4%) than sales events because BDC is priced in; needs ~18 days lead time for BMW data pull/clean.
Service offer / web
$200 max on 10% service — both storesJackson locking to max $200 (not $150 Terry preference) to match BHBMW spread. Excludes tires, glass/body, value service. Cap lives in disclaimer (not hero image) — disclaimer is click-prominent.
BHBMW disclaimer gap (action)Current disclaimer almost no conditions: cannot combine, excludes value service + tires, valid only BHBMW, present coupon, no cash value, one per person — missing $200 max. Bob (J&L one-man web) messaged to add; Michael writing “disclaimer check for Harris.”
Brand bannersBMW guideline refresh in batches this month. BHBMW already updated to new font/banner look; Jackson still on old look (pending).
SunbitBHBMW has 0% financing / Sunbit-style banner (not clickable to app today). Jackson missing banner — add if Rick confirms Sunbit.
Paid media notes (BHBMW account)
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Facebook lead forms — on holdCannot connect FB lead forms into CRM (security/permissions). Not recommended unless someone downloads leads daily from Facebook. Revisit only with a dedicated page manager.
✓
Vehicle Listing Ads stay on Performance MaxLast 30d ~99% of VLA spend in paid search for this account. Shopping-placement test on other stores tanked. Watch paid-search share; if Google dilutes into partners/YouTube/Maps/Display, revisit. Call-out only — no BHBMW change required from data.
Open actions (BHBMW)
J&L / CalebSend Brian Harris recall details + quote; send model-intro sales event quote (~2,500 targets example).
J&L / Bob + MichaelUpdate BHBMW service disclaimer: $200 max + full exclusions (tires, glass/body, value service, existing conditions).
J&L / MichaelKeep Sep paid focus X3 + remaining X5 + 5 Series; monitor Sep pace vs 50–60 and late-year 80–90 targets.
J&L / MichaelKeep VLAs on Performance Max; watch paid-search % of spend.
Lance / storeWhen 27 inventory + incentives exist: decide model-intro sales event vs private viewing only.
J&L / LanceFB lead forms stay parked unless dedicated FB page owner appears.
Jackson content on this tape
Same recording also advances Jackson tracks (Rick recall close, $200 service offer, Sunbit banner, brand banners, model intro feasibility, ~23rd viewing). Those live on the BMW of Jackson vendor brief — Sep 9 weekly is marked supplemented by this Sep 11 call, plus separate Sep 10 Rick pages.
→ BMW of Jackson · Sep 9 J&L weekly (supplemented Sep 11)
Source
Plaud: 09-11 Meeting: Brian Harris BMW Sales, Service Performance, X5 Launch, Recall Campaign, and Marketing Actions · file 37cefd2418f8a79b8cdc46b70ad3f076 · start ~2026-09-11 11:02 CDT · ~40m 50s. Speakers: Lance + J&L (Michael primary; Caleb on events/recall). Prior shared weekly (Sep 9) is a different recording — do not conflate dates.
Unique verify string: bhbmw-jl-2026-09-11-sales-x5-recall-offers