Russell Singleton Finds His Vehicular Niche
Story by Kara Schweiss // Photography by Bill Sitzmann
“Enthusiast” may not be a strong enough word to describe customer Russell Singleton’s affinity for BMW, and ONYX Automotive General Sales Manager Jake Koch may not be entirely joking when he suggests Singleton knows as much about the brand as anyone on the sales floor.
“Jake and I laugh about that a little bit, that I’ve been a BMW customer for 16 years and most of the time when I go in I’m educating their sales staff as opposed to the other way around,” Singleton said. “I’ve been a BMW customer exclusively since 2006, and while I’ve considered other brands, I’ve repeatedly found that BMW’s blend of design, technology, handling, build quality, and dealer support match what I’m looking for in a vehicle manufacturer.”
Today he owns a 2020 840i Gran Coupe, but the U.K. native fondly recalls the first of his BMWs, a (European) 1 Series 120d M Sport he purchased in his 20s.
“I’d always wanted to buy a BMW, and at that time that 1 Series was the entry into the BMW product line. It was the smallest car they sold. It fit with my lifestyle, and, frankly, my budget then,” he said. “Once I bought a BMW, I’ve never owned another [make of] car.”
The 840i Gran Coupe he drives today has numerous attributes both practical and aesthetic, Singleton said.
“I’m a big fan of the Driving Assistance Professional package that includes both Active Driving Assistant Pro and Extended Traffic Jam Assistant. Together with the Assisted Driving View in the instrument cluster, it gives me great confidence in knowing that the car is aware of its surroundings and other vehicles. Automated Lane Keeping and Lane Change features continue to improve with successive software updates,” he said. “And I would say, apart from the overall exterior appearance of the 8 Series Gran Coupe—which, in my opinion, is one of the best looking BMWs currently available—adding Swarovski Crystal controls and the Alcantara headliner make the interior of the cabin extra special.”
He added, with a rueful laugh, “Every time I buy a BMW, I buy more options than I bought last time. When you buy your next one, you can’t do without what you had last time.”
Singleton said he likes the image his vehicle projects.
“To me, owning a BMW is the embodiment of someone who cares about vehicle build quality, state-of-the-art technology, superior handling, efficiency, and excellent human-to-vehicle interfaces,” he explained.
The people of ONYX Automotive “strive to provide a first-class buyer’s and owner’s experience,” Singleton said. “The individually orchestrated aftersales support/service process and their expertise is, for me, part of being a BMW owner.”
Singleton’s wife is now a BMW convert.
“She, similarly, really appreciates them now,” he said. “Having three in a row is a good indication of that.”
Singleton said he always likes seeing what’s ahead for BMW. He and his wife are already lining up test drives ahead of a 2023 lease expiration.
“I always have my eye on the BMW product line,” he said.
Visit onyxautomotive.com for more information.
