By Michael Gutierrez
Every BMW enthusiast has a story about the person who drew them deeper into the world of BMWs. For me, that person is fellow New Mexico Chapter member Jim Price, someone I consider my BMW hero. Jim’s path to BMW passion has had its twists and turns, beginning with a youthful mishap that has long since become local legend. He grew up in Albuquerque and claims to have been the first person in New Mexico to total a BMW 2002 at the age of sixteen. He says that Gerhard Roskosh, owner of Gerhard Motors, threw him out of the shop in disbelief. The story always ends with Jim’s laugh, a preview of the mix of humor and generosity he brings to everything he does.
Jim’s first BMW of his own was a 1980 BMW 320 he bought for $300. After replacing the radiator, alternator, and doing a long list of other repairs, he turned the tired little car into a fun companion. He lent it to a friend who could not afford a rental car, but fate repeated itself and the car was totaled. Through the years, Jim has owned several BMWs, putting more than 100,000 miles on a 2013 328i that he loved and eventually gave to his son. More recently he has focused on BMW Z3 and Z4 models. His first E85 Z4 was a white example his wife adored. That car went to a friend who soon became active in local BMW Z events, proof that BMW enthusiasm spreads easily through the right hands. Jim then acquired a blue E89 Z4 for his wife and an Orion Silver Metallic (Champagne) E89 Z4 for himself. Most recently, he bought a Z3 for $2,600 and performed extensive work to bring it back to good running condition.
Jim’s enthusiasm grew into something larger when he became the Z Series Car Club of America Albuquerque Area Group Coordinator. He revitalized a quiet group of owners into an active and welcoming community. Under his leadership, the group now enjoys regular drives, social gatherings, and overnight tours across northern New Mexico and southern Colorado that have created life-long friendships. When I joined the ZSCCA I barely participated. That changed when Jim became Area Representative. He emailed me right away and explained that he would communicate with me primarily by email rather than relying only on Facebook, which had been the previous custom. That simple courtesy made all the difference. My first drive with the group was to the Original Owl Bar and Café in San Antonio, NM, where I met wonderful people and immediately felt at home.
Jim is also a strong supporter of the BMW CCA New Mexico Chapter. He participates in many chapter events and encourages other ZSCCA members to attend and join the chapter. He promotes participation in the “Z Corral” at the annual BMW CCA New Mexico Chapter Clean Car Show fundraiser, held at the New Mexico Veterans Memorial, and encourages donations to support the memorial.
Beyond leadership and camaraderie, Jim is a source of technical knowledge and hands-on help. He enjoys detailing BMWs and has held sessions on claying, polishing, and waxing. He has helped BMW Z owners repair air dams and splash shields, remove paint swirls, replace coolant reservoirs, and troubleshoot convertible top mechanisms. His willingness to help extends to anyone who needs it, including me. I bought new seat covers for my Z3 and carried them in my trunk for months because installation costs were high, and I doubted my ability to do it myself. Jim simply said we can install them in his garage, and we did, with great results.
The moment Jim became my hero happened after the BMW CCA New Mexico Chapter tour of Acoma Pueblo. While driving afterward, I had a blowout in my Z3. My compact spare was the wrong fitment and there was no cell service. After using a satellite connection, I managed to get a tow truck, but it could not go to Albuquerque. I ended up stranded on a Sunday evening in Grants, NM, almost 80 miles from home. When Jim heard what had happened, he told me he would remove a rear tire from his own Z3 and bring it to me. He drove over an hour to Grants in the dark to help. Although we could not break loose the over tightened lug nuts that night and I spent the night there, the tire shop used Jim’s wheel and tire the next morning to get me home safely. That level of kindness is rare, and I will never forget it.
For his generosity, leadership, humor, and unwavering support of fellow enthusiasts, Jim Price is my BMW hero.
