The customer experience is the embodiment of the brand

I was in a garage once. I had picked up a slow puncture in my car and I was putting some air in the tyre. A guy said to me, ‘You are putting a lot of air in that tyre.’ I said, ‘Yes, I think I have got a puncture.’ Tongue in cheek he said, ‘What, with a BMW!’ In a funny sort of way that sums up the image that we portray that our cars are completely bulletproof. Of course, that means people’s expectations are always very high. It’s what brings people into the brand in the first place. So you have to do everything you can to live up to that expectation or exceed it, within reason.