BMW of Murrieta - Owned by Boris Said

Story by Roger Scilley
Photos by Brian Burt

Said’s office overlooks the showroom and is full of mementos of his long racing career. He was a genial and eloquent host and his “just one of the boys” demeanor made him instantly likeable.

After the tour, Boris Said graciously posed for pictures with anyone who wanted them.
Steve Johnson - BMW CCA Exec VP
Nick Owen - San Diego Chapter President
Boris Said - BMW of Murrieta
Delight Lucas - Los Angeles Chapter President

The showroom décor celebrates Said’s racing career, adding another layer of meaning to “The Ultimate Driving Machine”.
No, he isn’t short (in fact he is quite tall), the suit was folded at the knees to fit the frame.

BMW of Murrieta is an unusual phenomenon in the BMW Center world because it is a new dealership. BMW NA hasn’t approved a new dealership in years, preferring to promote growth within the existing Centers instead and consolidate where they felt there were too many. It took Boris Said, famous BMW team racer, six years to convince NA that Murrieta needed a BMW Center and that he (Said) was the right man to run it. Boris saw a need for a BMW Center in the Inland Empire / Temecula area and worked very long and hard to see it finally come to fruition. Boris contacted several of the BMW Club’s in the area to attend an open house for the new dealership, and Nick Owens of the San Diego BMW Club responded to attend. The LA Chapter was also invited to make the trek over the Ortega Highway to see the new dealership. It is currently housed in a totally remodeled Hyundai dealership for the time being, with plans underway to build a brand shiny new facility on recently acquired acreage nearby.

Boris Said announced that he wants to be very involved with the BMW Club. Not only will they be giving a member discount on parts, but also on many services. Any member who buys or lease a new or CPO car from BMW of Murrieta and applies for the Membership Reward Program can take their check into the dealership to get the amount matched. That’s something that not many BMW Centers are willing to do.

We arrived at BMW of Murrieta (on a cold and rainy day) about lunchtime, and were invited to look around a bit before lunch was served. After lunch we were addressed by the General Manager who in turn introduced Boris Said. He explained how the dealership came about and the trials and tribulations of getting BMW North America to sign off on the new Center. Then Said took us on a tour of the service area, the parts department, the sales showroom and finally a stop in his office. He took time with each group to tell us a few stories of his racing career and talk about the mementos in the office. Because of number of attendees the office portion of the tour was divided into smaller groups. Said is easy to listen to and has a great sense of humor so waiting for our turn to visit his office was well worth it.

After the tour we all gathered in the showroom where Said narrated a video of Hans Stuck driving a BMW M3 GTR around the north loop of the Nurburgring circuit. Hans completed the Nordschleife lap in 8:15, a record for the time.

The food was good, the company great, the parts department was open with a substantial discount available to anyone needing some parts or accessories that day and the facility and personnel were fantastic. Welcome to the Murrieta area, Boris and company.


While discussing this picture in his office, Said still seemed amazed that he walked away, although he admitted it was HOT.

Like any other grown up “little boy” Said displays a collection of model cars in his office.

After the tour, Boris Said graciously posed for pictures with anyone who wanted them.
Brian Burt and Roger Scilley

Posters and murals on the showroom walls contribute to the ambience.

Racecar

Showroom mural

Buffet lunch with lots of choices

Marquee

 

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Monday  7 am - 7 pm
Tuesday  7 am - 7 pm
Wednesday  7 am - 7 pm
Thursday  7 am - 7 pm
Friday  7 am - 7 pm
Saturday  8 am - 5 pm
Sunday  Closed
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26825 Auto Mall Pkwy
Murrieta, CA 92562 view map
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