From (L to R): Friedel Green of BMW El Cajon, Marco Schneider of BMW North America, Ron Mangseth BMW General Sales Manager, Dale Theriot and Rick Brown, co-owners of La Costa Limousine.
CARLSBAD, Calif. — La Costa Limousine, a southern California-based operator with a 55 vehicle fleet, recently purchased 15 of the 2014 BMW 740Lis from the BMW dealership in El Cajon.
Friedel Green, livery sales associate for BMW El Cajon, was excited with the sale, celebrating it as a new entry for BMW into the chauffeur transportation market.
Rick Brown, president of La Costa, said the new BMW 7 series vehicles offer large cabin interiors and legroom that his clients like, while also having the curb appeal and luxe look of a premium chauffeur sedan. In BMW branding, the “L” in 740Li signifies a sedan with a longer wheelbase than a standard size sedan.
“We’ve been looking at our fleet for a while to replace our older Town Cars, and we’ve always had a luxury, higher-end type feel,” Brown said. “The BMW 7 delivers that quiet, safe, and comfy experience with similar legroom and trunk space of a Town Car.”
La Costa also runs Mercedes-Benz E250 mid-sized sedans, but Brown says some clients were unsatisfied with its smaller rear seating compartment, and now prefer the larger BMW 7 series. Greene has been building relationships with limo operators at the past few Greater California Livery Association events, and has noted that BMW corporate has stepped up its pursuit of the chauffeured transportation market.
Marco Schneider, key account and specialty sales manager at BMW, and La Costa general manager Darren Croasdale were present Wednesday as La Costa’s chauffeurs drove the vehicles off the lot.
The new vehicles are being put into service immediately, and Brown looks forward to how the BMW will impress La Costa clients. “We’re getting set up with these new cars, and they’re going to make Town Cars look ancient. This will really set us apart from the competition.”
— Tim Crowley, LCT senior editor