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Awards piling up at Santa Fe BMW

General Manager Daniel Masterson relaxes in a BMW convertible on the showroom floor at Santa Fe BMW. (Glen Rosales/For the Albuquerque Journal)

General Manager Daniel Masterson relaxes in a BMW convertible on the showroom floor at Santa Fe BMW. (Glen Rosales/For the Albuquerque Journal)

SANTA FE – Although Daniel Masterson hadn’t really planned on getting into the auto industry while attending the University of Utah, it was something he has been interested in since he was quite young.

“I was a car nut as a kid,” Masterson explained from his corner office at the Santa Fe BMW. “I loved cars.”

While working toward his political science and history degree at Utah, Masterson sold cars on the side, but it still never occurred to him that this would become his career.

But when he graduated and went job searching, Masterson said he realized it was a tough market.

“There weren’t a lot of careers to pursue,” he said. “An FBI agent or something like that.”

But instead of becoming a G-man, he became a full-time car man.

“I had a great time and I enjoyed it,” Masterson said. “Somebody told me a long time ago that if you find something that you like doing and you’re good at it, somebody will pay you well to do it.”

Masterson has been at Santa Fe BMW for about five years after spending nearly 20 years in Tucson and he couldn’t be happier with the change in scenery.

“I was tired of the heat and I missed the four seasons,” he said.

And having the chance to work at a dealership such as BMW was something he couldn’t pass up, especially since it carried the added challenge of selling motorcycles.

“It’s a great product,” Masterson said. “It’s a world-class automotive experience. I’ve sold domestic cars and I’ve sold Asian and Japanese cars and now I’m selling German cars. Northern New Mexico is unique unto itself and the BMW experience in Santa Fe is fantastic because the clients are madly in love with the product.”

Since Masterson has been in place as general manager, the dealership has shined, winning the company’s Center of Excellence in 2010, 2011 and 2012. Among the 343 BMW dealerships in the country, only 18 to 20 are awarded annually, he said.

The award recognizes achievement in 15 different benchmarks ranging from sales, service and customer satisfaction, Masterson said.

“And we’re on pace to win it again this year,” he said.

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