Ludwig Willisch, CEO of BMW North America, believes that BMWs are at the head of the class when it comes to their competitors. Except for one crucial area.
In an interview with the LA Times, Willisch conceded that cupholders are a major problem for the brand.
"Cup holders have been a huge issue in the company," he said. This has been a 20-year debate within the company. This is really about taking into account customer needs, and obviously at a certain point in time the engineers did not believe that this was an issue."
But while BMW is working to fix this folly, Willisch is overwhelmingly bullish on the state of the company. He says that BMW is leading luxury sales in the US for the first time in 11 years and is hoping this will translate into big year end gains.—Paul Duchene
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