You know, as much as I really like my M5, BMW service is sure bush league. At the same time I bought the M5 my wife bought a Lexus RX300 (BMW lost the sale of the X5 because they were rude to my wife) and I have to say service at Lexus is really great but a big pain at BMW. Lexus actually delivers a car (always a very low milage Lexus) to our house and picks up the car. At BMW you take you car in and get a friggin Pontiac loaner. I'll tell you every thing at Lexus screams premium product, at BMW (and this is my forth BMW) my impression is always of a Ford dealer with ties on.
Hey, I'll be in line for the next generation M5, but what BMW is loosing is heads up competition as they just don't quite seem to understand the placement of their cars and the expectations of their customers! Lexus sure seem to get it!