The competitive environmental business in industry of luxurious car selling has been encouraging many companies to take efforts in an innovative advertising and promotion in order to increase company’s revenue by introducing their brands to be ascertainable and to use by their customer. One of efforts that company does is brand equity, which will become a value added for company while customer associate it with a brand. In this case, brand equity is expected to increase customer satisfaction. The data was collected by distributing questionnaire for respondents from the BMW Car Club Indonesia’s members. The data was analyzed by using validity and reliability analysis, for 30 respondents as a research pre-test typed. After that questionnaire distributed to 204 respondents and then analyzed by using correlation analysis. Based on the research’s result, it’s shown that dimension of brand equity such as brand awareness and brand image which could create the customer satisfactions are weak. That could become a review for advertisers of luxurious car in Indonesia in doing brand equity efforts in order to create a better customer satisfaction.