Meeting Consumers' Requests

Race Marque Systems (RMS) is an aftermarket company that has indirectly assisted in the refinement of BMW's step-tronic transmission. RMS specializes in BMW performance and aesthetic enhancement in the aftermarket community and has opened its doors to custom projects.

Recently a new BMW Z3 3.0 steptronic owner contacted RMS with a request to create a steering-wheel button shifting system. RMS met this challenge and developed a steering wheel with shift button controls integrated into the step-tronic transmission system through the use of a stock BMW Z3 steering wheel with airbag. The steering wheel-mounted shift buttons allow the Z3 owner the option of full automatic transmission mode and full use of the steptronic transmission with shifting through the stick and/or the shift buttons on demand.

As the demand for shift button auto/manual shifting becomes more popular with BMW owners, RMS will continue to provide its innovative services. If owners continue to show interest in and demand for such a feature, it is very likely that BMW AG will design it into its model line when owners select the steptronic option over a manual transmission.

BMW Owners--Keen on Hybrids

Current BMW owners exhibit a strong demand to have auto/manual hybrid transmissions equipped in their next vehicle, according to the J.D. Power and Associates 2000 APEAL Feature Contenting Report. While BMW owners have typically been among the biggest proponents of manual transmission desirability, the new steptronic transmission is garnering increased demand. Compared to industry aver-age, BMW owners report nearly twice as much desirability for this type of transmission. BMW owners in every segment exhibit higher desirability for hybrid transmissions than the segment averages. According to the study, the trend to hybrid transmissions continues to grow strong. As more and more manufacturers content their models with hybrid trans-missions, competitive forces will move toward feature options of available shifting controls and shifting performance. And as steering wheel-mounted shifting buttons have become increasingly popular, the question now is whether or not BMW will follow Race Marque's innovation.

Rich Bongiorno

Manager, Product Research Group at the Agoura Hills, Calif.,

office of J.D. Power and Associates.

(E-mail: Richard.Bongiorno@jdpa.com)