Serra Champaign

“Where do I begin?!! My experience with Serra BMW of Champaign has been so great from the first time I walked into the showroom to do a test drive. This most recent experience, my first with the service department, has been nothing short of amazing. I damaged one of my tires one Sunday and ended up on the side of the road. BMW Roadside Assistance was trying to locate a vendor to come tow my car and Alberto, brought me a loaner to my location, on his day off, after I contacted him. Matt in the service area was awesome, so kind, patient, and thorough, not just sending papers, but talking to me on the phone, sending pictures, and text messages. He explained to me what all needed to be done and why it was important to have that specific service for the best performance and life of my car. My favorite thing about Serra BMW Champaign is all of its sales advisors, service advisors, and sales manager treat their customers like family! That’s the difference between a class act and the other guys.”

“My wife and I were shopping for an all electric car and were open to which model and make so visited multiple dealers in the Champaign-Urbana area. The Serra BMW experience was far and away the best. From the manager, Alberto, to our sales person, Elliot, we found the experience outstanding. Both were super knowledgeable and helpful both pre- and post-purchase. Absolutely no pressure just nice people trying to find the best car and best price for us. Exactly what we were looking for, an i5 with driver assistance package was not available in CU but every feature, including color was in Chicago and they were able to get it here within a few days. I could go on and give many others positive comments but it was really just a perfect experience.”

“I purchased a 2025 BMW 330i from Serra BMW and the experience was positive beyond description! Alberto Jimenez, who shepherded me through the entire process of ordering a vehicle (my first time), is the exact opposite of the stereotypical car salesman. He is a zero-pressure-to-buy expert, incredibly knowledgeable, was always focused on what best met my needs, and kept me informed every step of the way. In fact, my wife and I became good friends with Alberto, and whenever I have a question, he is always quick to respond -- by email, phone or text. He is unbelievably sincere and went a thousand steps beyond to make my experience the best I could imagine. The service department at Serra also is exceptional (my wife took her Honda there for service before buying a 2026 BMW X5 from Serra). I have purchased new cars five times in my life and NOTHING comes close to the Serra experience! I write this review without compensation but with gratitude for my experience at Serra and now being part of the Serra family.”

“I recently purchased a new 3-series from here and it was hands down the easiest purchasing process I’ve ever experienced. Even with 2 test drives, I was driving away in my new car in a little over 3 1/2 hours. The team at Serra is truly next-level. I couldn’t be happier!!”

“This place is a complete joke. I drove 3 HOURS from Chicago to Sierra BMW in Champaign, sat down to sign paperwork for a car I was promised, and while I was in the middle of signing, the manager came in and told me the car was sold. Are you kidding me? This is the most unprofessional, dishonest, slimy dealership I’ve ever dealt with.They will sell the car right out from under you if someone walks in with a couple extra bucks. That’s how little they value customers. Don’t waste your time, don’t waste your gas, don’t waste your money. They’ll stab you in the back the second they see another dollar. Worst BMW dealer ever.”