An Iranian businessman furious over the level of customer service at luxury carmaker BMW took matters – and an ax – into his own hands, smashing up his $160,000 car in a publicity stunt.
Pourmohseni Hadi told Germany's Bild newspaper he was pushed into destroying his BMW M6 after its manufacturers failed to fix faults, including vibrations and rattling noises during gear changes which made him feel sick while driving. But despite reporting these issues, Hadi said attempts to get BMW workshops in Germany and Italy - where Hadi lives - to fix the car had proved unsuccessful.
To draw attention to his plight, Hadi and a friend drove the car to the Frankfurt Motor Show and destroyed it outside the event's entrance last Saturday -- as can be seen in this YouTube video.
"BMW Italia and the Munich headquarters have pushed the responsibility back and forth," he told Bild. "Now I answer! With this action!"
Hadi said he had no regrets about his stunt, saying he planned to repeat it in front of the German parliament, the Bundestag.
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Venting his anger at BMW might not have helped repair his car, but it appeared to have a calming effect on Hadi, who told the German press after carrying out the stunt: "Now I feel better."
A spokesperson for BMW said there was now an ongoing legal dispute between Pourmohseni and BMW Italia, despite attempts to rectify the car's problems.
The spokesperson added that Pourmohseni had leased the BMW M6 in 2008 from an Italian BMW dealer and that, in spite of the vehicle being investigated "in detail,"changes being made to the car and "the justifiable claims of the customer have been met," the customer has taken BMW Italia to court.
"Although the switching behavior of the sequential SMG gearbox was evaluated by the BMW dealer and BMW Italia as a product feature, BMW Italia has followed the suggestion of the court-appointed expert to replace clutch and flywheel. BMW Italia offered Dr. Pourmohseni full reimbursement for the exchange of both parts. The customer has not accepted and reclaimed the leasing vehicle without repairing (02/2013). Since then no further legal action against BMW Italia has been made by the customer," Kai Lichte from BMW Group's Product Communications department told CNBC in an email.
"There is a pending legal proceeding due to the fact that the customer stopped paying the car which still belongs to BMW Financial Services."
Note: This story has been updated with a comment from BMW