From a participant in our XPLOR Blue Ridge event:

Here's a big Thank You to all the people who helped make the the Blue Ridge event possible. The instruction provided by Jimmy and Heather was valuable and saved my hide twice during the event itself and possibly once during the 1500 mile trip home afterward. It seemed likely that the bike would come home with damage, and I had accepted that, so it was a nice bonus to depart on Sunday with all the turn signals intact.

So many dealers today seem unconcerned with building a community of riders and do not reach out with events like the one we attended, so it was great to see you supporting the event with emergency repair and tire service. Hats off to you!

I will visit your shop on the next trip through and look forward to further explorations... ahem, XPLORations of Virginia.

Later!

Matt Noel

From a participant in our XPLOR Blue Ridge event to BMW Motorrad USA:

I want to take a minute and applaud the efforts of BMW staff and my local dealer. Just having completed the 2008 XPLOR Blue Ridge, I was reflecting on what motorcycling is all about. The event, the participants, and the hosts brought home to me all the reasons I ride a bike. Further more, it brought home all the reasons I ride a BMW. Of special note was the exceptional job done by Andrea Noe organizing the event and Laurence Kuykendall for being a gracious Host and "Master of Ceremonies". Finally, what can one say about the staff of Morton's BMW. Their support of customers after the sale in events such as this is beyond reproach. Morton's BMW as a whole, specifically Jeff and Hannah Massey, Steve Anderson, and Dewey Keeton should all be commended for their support of this event and their support of customers all through the year.
 
Please ensure that these industry professionals receive just support in return for what they do for the BMW motorcycle family. It is their kindness and support that helps keeps me, and others, loyal to the brand.

Rob Heide

Dear Mr. Massey and all,

You have a great senior salesperson in Jeff Dunkle. After an eight year break in BMW ownership, during which I owned a Harley, I came in to check out an '04 R1150RT. Jeff spent the better part of two hours bringing me back up to speed on Beemers in general and the RT in particular...

I can't say enough about t the knowledgeability and professionalism of Jeff Dunkle, and I wouldn't hesitate to recommend your fine dealership to anyone contemplating a BMW. Thanks for a great experience -- your customers are fortunate to have such a well-regarded dealer.

David Meyer

Hi Jeff and Steve!

All I have to say about the RT can be summed up in one word... WOW! It's amazing how responsive it is. It actually handles better than my Kawi 750!!! I've been riding around all the twisty roads of Mechanicsville the last couple of days and can't tell you how impressed I am. I went through one section of Sandy Valley Road which has a few nice switchbacks, looked down, and couldn't believe I was doing 60... It was so smooth. Marcella went on a ride with me and commented that I already ride the RT with more confidence than the LT. This is definitely a better fit for me, I'm really glad we did this.

Thanks to you and Stephanie for all your assistance. And a special thanks to you for staying late on Saturday to deliver the bike!!!! This is shaping up to be a great spring and summer with my new RT. I'll come up often to visit and purchase new farkles!!!!

See you soon!

Rich

Dear Steve,

Thank you for the wonderful, courteous service you provided to us while we purchased our motorcycle this fall. We appreciate your willingness to store the bike while John was deployed. When Scott delivered the bike, he was so helpful and answered all of our questions and covered all operational aspects of the bike.

We hope that all of you at Morton's BMW enjoyed the holidays. We wish you all the best for the new year.

Sincerely,

John & Carrie Thompson

The F800 is fantastic!

I took it out today to my son's house, 200 miles on back roads and twisties, much better than my test ride. Throttle control is perfect, transmission is smooth and the drive train has no discernible backlash, as Stuart said, "they nailed it."

I'm impressed.

Thanks, guys.

Phil Space

(Regarding the Moto ST race at VIR April 29, 2007)

How can we ever thank you guys enough for loaning us your demo R1200S? Without the transmission from your bike - we wouldn't be racing in this round of the MOTO-ST. You guys are awesome and we will let everyone know!
 
Tim Johnson, Sales Manager
San Jose BMW and Vespa

(Regarding the Moto ST race at VIR April 29, 2007)

To your management:
 
Your tent of hospitality was a welcome oasis at VIR this past weekend. Smart to promote the marque and your company sales. The shade, drinks and snacks, chairs and tables were most appreciated. And you picked the right corner in which to locate for good track viewing. The dealers here in Greensboro and Raleigh, who shall remain nameless, were not so smart as to take this opportunity to promote customer satisfaction. Too bad; competition is high between dealers these days. Kris and Patrick answered my questions and even gave me some sunblock I'd forgotten to bring.
 
I heard from your staff of an Oct 1, 2007 "track Day" for $225. I'd like to reserve my space among those attending NOW, herewith. Please advise my how to reserve my spot and pay a deposit.
 
Thanks again.
 
Sincerely,
 
Chas F.Benz

(After Track Day)

Omigod, Omigod, Omigod.
 
Wanna do it again, wanna do it again, wanna do it again.
 
First class all the way with the hydration supplies, lunch, T-shirt, et al.
 
Thanks for putting up with me! I never thought I'd have orange peel on the tires of the RS, much less almost all the way out to the rib. Learned a lot. A few debrief items, but no negatives: just places where things could have been clearer to me/more organized on Team Pro-Motion's part. Not tonight, though: I may have to take a sedative to calm down.
 
Happy happy, joy joy.
 
Mark Byers

Dear Jeff (Massey),

Today, I had my '03 K1200RS serviced. As a BMW owner since the late 60s in Germany, I can honestly say that your Service Department needs and deserves accolades. My original appointment was scheduled for Thursday of this week. I am in TV broadcasting and much of my work is done in New York City. I was told that I needed to be in NY on Thursday and could not return to Virginia. I contacted Jan (service advisor), she immediately accommodated my request to get me into service. From the moment my bike was there until I left, I was treated like every customer would love to be treated. During my time there, Seth (assistant parts manager) assisted me in finding the right match for a tank bag. He was wonderful.

So, in a day of people losing their temper, making difficult demands on sales and service, I would just like to take this opportunity to say "Thank You." My bike will always be serviced there... and you can be assured that when it's time for me to purchase a new one, my decision is final... Morton's BMW!

Thank you again. I wish I could remember everybody's name, but I'm sure with a little investigation you can find this out. Please, Jeff, thank them for me.

Bob Cohencious

After mentioning why he does not patronize various other dealers:

So, where do I go for service, parts, and stuff? Why, Fredericksburg, Virginia, home of Morton's BMW. I bought a used bike from them years ago, and from the helpful effort and genuine care they put into such a simple transaction, I immediately knew I would be doing business with them again.

Since those days, they have built a new and larger shop (keeping up with those infernal BMW/NA specs), but have not lost a whit of their small shop personality. The service department is large and capable. The bike selection is quite impressive, and there is just a ton of "must have" stuff in the accessory area. I've not met an unfriendly or incompetent person there since becoming a regular customer. In fact, I am in the middle of buying a new GS Adventure from them as we speak.

Sure, Morton's is a 150 mile ride each way, but I have found a route that makes it an acceptable proposition. In the end, being there is a bonus, and besides: it's another excuse for a good ride!

Just my two cents worth (and then some!),

John Blatz
Galena, Maryland

I had a terrific day on Saturday at my 1st Morton's event (and my 2nd Morton's visit). Everyone did a super job, the food was great and being a BIG WINNER was the highlight of my day!!!  THANKS!

Kevin in parts was very patient and helpful and I ended up buying a set of MotoLights from him as well as a bunch of other items. Stuart gave me an excellent lesson on the right way to install the lights, too.

I was very surprised and excited to win the one-piece BMW rain suit! What a great prize! I spoke to Patrick later and he was going to order me a suit in another size as you didn't have a Size H (huge!) in stock. 

I'll call you to say "Thanks!" in person. I appreciate Morton's/your generosity and hospitality!

Larry Cain

My wife and I were in on Saturday looking at the R 1200 RT. I was the one who was slow to take the test ride. First I wanted to thank you for what was the BEST experience I have ever had while in a dealership. If this is any indication as to what I can expect for Morton's and BMW then I know I'm making the right choice. I look forward to when I'll return for my new bike. I am in the process of selling my existing Yamaha R1. Once that is out of the way I will be back.

Once again thank you for all the assistance and patience. Barring an act of god, I will definitely be coming back for an R 1200 RT. Looking forward to becoming a proud BMW owner.

Mathew Wohlscheid

We purchased helmets and jackets today; also an oil filter and a key. We are very pleased with the professional helpful way we were taken care of today. The key works great; it just now stopped pouring rain here in southern MD and just checked it out. Thanks again for the friendly service. See you again soon.

Paul and Judy Achtellik

To all of the friendly folks at Morton's,

A BMW riding friend of mine has asked me for a couple of years to ride with him to your Dealership Open House. Saturday we did just that and had a GREAT time. Everyone was gracious and friendly; the food was delicious. The dealership is open, airy, comfortable and attractive  (good coffee too.)

I ride a Harley Davidson Fatboy, my wife rides a Harley Davidson lowrider and we have taken a couple of motorcycle vacations. We both love riding.

I thoroughly enjoyed the R1150R, its light, well balanced and very "torquey." I had not considered owning a BMW UNTIL NOW!

Great dealership, Great bikes.
Thanks,

Ron Marshall
Chester, Virginia

I thank you and your professional staff for all that you did for me as I picked up my son's BMW and drove it to Corpus Christi, TX (with a few side rides, the trip was 1892 miles/total time including rest was 41 hours and 22 minutes).

My son's BMW performed and performed, providing me safety and comfort combined with style and an intellectual aura of 'riding the elite of the elite'. But that is not why I am writing. We all know that the BMW has held the intelligent and free spirited market for decades. I write because:

From the first phone call made to you (setting up service, delivery, pickup and training), I found your leadership and personal/professional demeanor to be VERY 'gifted'. You get the job done ­ correctly, efficiently, courteously, while making the customer know and feel that they are very important and you care (no matter how many are at your desk looking for your attention to their issues): you bring great credit to Morton's BMW.

Bottom line: I have traveled the world ­ met and worked with 1000s of professionals ­ and I rank my experience with you (thus Morton's BMW) at the very top! Thus, if I lived in your 'neck of the woods', my business would be at Morton's due to your professionalism and outstanding example of leadership!

Please give Dewey and the team my very best. Looking forward to our continuing relationship.

Lenny Shores

This is the closest thing to a perfect bike I have ever ridden. BMW really puts a lot of thought into their bikes.

The gearing is just right. Love when I am in 5th there is a 6th waiting for me and I don't feel rushed to get there. Like tall gearing. My Kawasaki Concours was such a pain here. I regularly looked for a 7th gear that wasn't there.

The seating position couldn't be better. I have had other bikes I thought this about like the Concours, but it had other issues like being too top heavy and too buzzy.

The GS power delivery is perfect (liked it better than the K1200R, but that is not my style of riding).

Love the saddlebags,at least the right one ;-) and really glad I got the topcase. Rode it to work this am and when I took off my riding clothes, helmet, it was so easy to expanded the bags and put everything away. This is the first time I could get my helmet inside a bag, got a big noggin'. Tonight when I get ready to go home will shut the bags down for riding. Cool!

Also, most "perfect" bikes isolate the engine so much I feel like I driving a car. This was actually my experience when I demo'd a K bike at Morton's about 5 years ago. I demo'd an RT at Bob's before I visited you and felt the same about it. Same goes for other touring bikes I have demo'd. But the GS gives you some feed back and I really like that.

Sound and appropriate vibration is great. The ol' cogger in me would like a bit more, but that is why I said it it is the closest thing to a perfect bike. I am sure when I take a long trip on the GS I would appreciate the vibration on the lighter side.

John Fisher

I wanted to give you a short ride report about the K1200S, now that it has 1100 miles on it.

The main thing ­ this is a wonderful bike, a great leap forward for BMW on the technology end & an absolute joy to ride.

The ESA is fantastic. Sunday, on a 300 mile ride to the mountains I used the comfort setting until the roads turned interesting. Then up to Sport. That really works. Any customer who decides against it should be tested for mental competence. I'm surprised at how comfortable the bike is. The seat really is superior. The headlights are great. Seating position works great for me. Sargent, Corbin & Motolights are going to hate this bike. No need to replace anything.

Well, except the pipe. I'm waiting for a Two Brothers to come out. I have to admit to appreciating the quiet, but like the TBR sound, power & weight savings (probably 6-8 pounds).

The bike is like 2 bikes in 1. It motors around smoothly at 2,500 rpm in 6th. But, run it up to 8-9K & it's a very different bike. The point is that it's an easy bike to ride slow & it's a stable bike going fast. This, along with the sophistication of the bike, make it hard to pin down as to what the bike is all about. Most seriously fast bikes are uncomfortable enough to encourage the rider to push hard just to avoid feeling the pain. The Ducati 916 ­ 998 bikes are the preeminent examples of this. In contrast, the K12 is like some barcolounger poking along, but is very competent in the twisties & very fast. The bike really is amazingly versatile. It's hard for me to get my head around the truth that one bike can be so sophisticated & so blazing fast & with absolute handling competence...

Mark Flynn

I can't tell you how pleased I am with my new R1150RT and the excellent customer service I was shown throughout my buying experience at your dealership. The machine is marvelous and I'm back to happily commuting on two wheels again.

From my numerous emails, spreadsheets, and phone calls, you were very patient with me, answered all my questions and worked to develop a long-term relationship that won me as your loyal customer. I had researched and called other BMW dealerships in the area and none of them came close to the level of customer service and friendliness you showed me. Where they only focused on price, you focused on all my needs. I'm looking forward to being a part of the BMW rider community you have developed at Morton's.

Charlie and I have already talked and scheduled my 600 mile service and the helmets that Scott helped me choose are excellent. Even the helmet we picked for my wife, who wasn't with me, fit her perfectly.

I really appreciate your efforts, thoroughly enjoyed the experience, and look forward to seeing you real soon.

Thank you,
Mark Mermagen

Feedback from an eBay buyer:

Honest description, ready when promised. Would deal with again.

Feedback from another eBay buyer:

WOW!! Jeff was great to deal with. Great Service AA+++++

Last weekend I attended the Square Route Rally in Maryland and had the good fortune of winning the Grand Prize donated by Morton's BMW. The BMW Airflow 2 jacket is fantastic. I want to thank you for your generous donation of this item. I feel very fortunate to have won such a valuable jacket. I know I will enjoy wearing it this summer.

Thanks again for supporting this great event.

Sincerely,
William Mara

More than the wonderful ride, however, I wanted to thank you and the rest of the Morton's staff. Everyone I met was knowledgeable, considerate, helpful, and incredibly pleasant. I could go on and on. I have dealt with a number of cycle shops (not to mention automobile dealerships) over the years, but never enjoyed the experience as I did working with you and the rest of the Morton's gang. I almost wish the 1150 needed more service so I would have an excuse to visit more often. However, since you are 70 miles from home I cannot just "drop in" to see the latest new accessory or gear you have in stock. I guess I'll have to depend on your website and the occasional service visit. You can be sure, though, that I will recommend you to my friends in the market for a BMW. In fact, I was raving so much about Morton's to my neighbor, who's been dealing pretty much exclusively with Bob's BMW for years (1998 R1200C and before that he owned a couple of K bikes) that he wants to ride out to meet you when I come in for my 600 mile service.

Again, thanks for everything. I look forward to working with you in the years to come.

Sincerely,
Michael Stempler

Thanks a lot for your quick reply. I emailed a couple of other dealers a few weeks ago and they did not respond to me at all. Your reply means a lot and speaks well of your dealership and the kind of people you are. I am also in a customer service oriented job, so to speak, and I know how important the customer is and I am impressed. Anyways, I will surely take the drivers safety course before I purchase the bike. I am going to try and come by in the next few weeks just to take a look and see the bikes. Thanks again for the answers to my questions. It helped me out a lot. Trust me, when I am ready to purchase the bike, it will be from your dealership!

Thanks again,
Mike Green

Thought I would sit down and do something I probably should have done many years ago. I want to take this opportunity to thank you and your staff at Morton's for the great products, service, and support that you have provided me for more than 20 years. It all started in 1978 with a BMW motorcycle from Mr. Morton

I know that if I need something, Morton's will provide me a great product at a fair price with great customer service. I know that I can trust you and your staff to recommend the right product to meet my needs. Never oversold or pressured, I always feel comfortable that I have made the right choice on what to buy based on your recommendations. I trust you completely.

To me, Morton's represents what I look for the most; great products, fair prices and great customer service. You're the first and only choice for me. Thanks once again.

Dave Tabler

P.S. Jeff, maybe I will come full circle and buy another motorcycle. After all, the last child graduates soon.

[A letter to BMW of North America]

I was recently cruising Virginia's country roads on my K1200LT, listening to a Miles Davis recording. I owe this peaceful moment to Morton's BMW.

From the time I expressed interest in the BMW riding experience, Steve Anderson was there to assist me with a demonstration ride on any model in your line. This personalized attention continues today. Owner Jeff Massey is always available to lend a hand. Before riding away on my new BMW, I had the pleasure of meeting Service Manager Charlie Hecker. Pat Crawley and Seth Parelman know parts and their applications. Julie is ever willing to help with Morton's wide variety of BMW riding gear. After the 600 mile ride in check, Dewey reviewed with me each point of the service, offering suggestions and advice for my next few thousand miles.

The knowledge, experience, and attitudes of the people at Morton's BMW provide me considerable confidence in your product. I will surely enjoy my BMW knowing I have Morton's BMW to support me.

I thank Morton's BMW and BMW of North America for these experiences. I look forward to many more.

Sincerely,
Bob Dominick

I just wanted to take a moment to thank you so much for making the purchase of my first motorcycle as pleasant as it could possibly be. I have been dreaming of the day I would buy my first bike for as long as I can remember, and I am so happy that I was able to share this experience with Morton's BMW. My wife Beverly, my son Joshua, and I had such a pleasant experience. We both had such wonderful things to say about how everyone we met took the time to make us feel welcome and like old friends. I wish more businesses would adopt this attitude.

Again, thanks for everything.

Stuart MacKenzie