The 'only' Reno BMW dealer gets an A+ for the way they treat their customers and a D for their willingness to bargain. We were torn between 3 cars; Audi, BMW, Mercedes - and finally made our decision based on the way that Bill Pearce BMW treats its customers.
The sales person we dealt with at Bill Pearce, a lady named "Sar" was delightful, we must have made 15 visits to the dealership, looking at various models, test driving cars, etc. Not once did she try to pressure us into buying on the spot.
We had a totally different experience with Lithia Audi - they basically tried to keep us from leaving without buying a car, and the Mercedes dealership, while friendly enough just didn't seem to know much about the cars that they were selling.
When it came time to 'negotiate' I found that you are really in no position to do much bargaining. If you get $1500- 3000 off the sticker of a $40,000 car consider yourself 'lucky'. The only BMW dealer in Reno knows they don't have to discount their cars much if at all. (note: if you have the time and enjoy traveling look into European Delivery of your BMW, but don't arrange it through Bill Pearce - just do some research on the web)
If not for their stinginess in discounting I would give Bill Pearce BMW a 5, but I hate it that I couldn't drive a better bargain with them