LetÆs take a look at some of the other marque clubs operating in North America. Probably the most obvious comparables when it comes to Jaguar are BMW and Porsche; arguments could also be made for Mercedes. Marque clubs such as Austin Healey, Triumph or MG are probably poor comparables because in all three cases the cars have been out of production for decades.
Starting with BMW: the marque is represented in North America by the ôBMW Car Club of North Americaö. Membership is 70,000 (compare to JCNA at 5-6,000). Right away we can draw a conclusion regarding penetration: recent figures suggest BMW sell about 5 times the number of cars in North America than Jaguar does, yet the club membership is over 12 times larger than JCNA. LetÆs take a look at why their penetration among BMW enthusiasts is so much higher.
- Annual membership in the BMWCCA is USD$35. For your money you receive a 150 page monthly magazine (compare to 48 pages and every two months with JCNA).
- the same $35 also gives you membership in the local affiliate in your area, with the receipt of 12 issues of the local newsletter. Of course, the local membership gives you access to all the local events (seminars, shows, driving events, tours etc.).
- for those wishing to join a club outside of their geographical area, this service is available at a reduced price. For example, anybody can join the Boston chapter and receive the local newsletter for $13.50 per year.
- Membership in the BMWCCA entitles the member to a 20% discount on all parts at any BMW dealer or retailer (wow, why canÆt we have that for Jaguars!).
- Free classified ads
- In conjunction with BMW, members of the club can save a minimum of $500 and a maximum of $1500 (depending on model) on the purchase of a new or used BMW (absolutely incredible, why canÆt Jaguar/Ford offer this?).
- Technical service advisors are made available to club members to assist with problems (we are talking about professionals here).
- The club organizes itÆs own racing series
- Library and archives
- ôFriends of BMWö; a listing of enthusiasts across North America who are ready to assist a fellow member in need.
- An Ombudsman appointed by the club to act as a liaison between members who may have repair issues and the factory (a superb idea! why canÆt Jaguar/JCNA have these?)
- A club coordinator to perform car evaluations (for sellers and buyers).
So that, in a nutshell, is the BMW club of North America: 12 times the membership of JCNA, a magazine that is distributed twice as often as ours and is three times as large, and a whole host of benefits which easily demonstrate to the potential member that the cost of their dues can and will be recouped many times over.
Take a minute to check out their website http://www.bmwcca.org, it is superb. Of particular interest is the initiative to create a foundation, what a great idea!
Compare to your club.