The “BMW Genius Everywhere” Program

The “BMW Genius Everywhere” program inspired by Apple is now requiring dealers to hire young, tech-savvy employees to handle questions about its vehicles on the showroom floor. These employees are mostly young college students who have been technically trained by BMW to explain to the consumers the features of vehicles but they will  not be selling cars.

“The salesman has a complicated job,” said Ian Robertson, BMW board member for sales and marketing. “He has to understand product, he has to be trained and he has to understand financial services. And honestly, it has probably gotten a little too broad. One of the things we considered very carefully: Can we break the process up into bite-size chunks?”

“He is not in the pressured environment to sell a car,” Mr. Robertson said. “If the buyer says “I want to take the next step,’ he is handled over to a salesman.”

Geniuses have been implemented in the European market lats year. It is expected to go live in the United States this year. Hopefully, it will also reach the Asian shores.

Source: Ad Age