Bmw will follow Apple and hire product explainers

Article by Christian Andrei, on February 22, 2013

BMW became inspired by who meets potential customers in Apple’s retail stores that it will soon require its dealerships to hire young, tech-savvy employees for its showrooms too. After conducting a trial in UK in 2012, the "BMW Genius Everywhere" program will soon be launched throughout Europe.

Later this year, a pilot program in the U.S. will start in certain stores. By early 2014, the program will be seen nationwide. Under this program, BMW will train these young employees (most of whom are college students) to be strolling through the dealerships with their iPads. These BMW "Geniuses" will not handle sales.

Instead, they’re tasked to give information to potential customers about the features of the vehicles. This is the same approach used in the Genius Bar program in each Apple outlet where product explainers and troubleshooters respond to questions and provide technical support. The same programs are used by Cadillac and Lexus have similar programs in their dealerships in the U.S.

Peter Miles, BMW of North America's vice president of operations, said that by early 2014, there will already be a "critical mass" of Geniuses by the time that it rolls out the i3 electric car in its U.S. dealerships.

Ian Robertson, BMW board member for sales and marketing, said that the salesman has a “complicated job.” The salesman would need to learn the product and financial services as well as receive training. He explained that the tasks have become “a little too broad” so it now wants to break up the process into smaller steps.

The workers in Europe wear a white polo short that has "BMW Genius" printed on it. They don’t get commission. Instead, they receive a salary. He added that the BMW Genius doesn’t feel any pressure to sell the car. The potential buyer is handed over to a salesman once there’s interest to take the next step.

Topics: bmw, apple

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Although specs for the new Renault Megane had already surfaced several weeks ago, we didn’t know that the company has cooked up something new. Aside from the 200hp gasoline, Renault‘s...
by - December 9, 2016
For the first time in fifty-eight years, Infiniti registers its first US-Spec Q60 Coupe in Cuba. American products have not been allowed entry into Cuba for six decades. But it...
by - December 9, 2016
Chevrolet has already given out the pricing for some of its 2018 Equinox models. Not only will the new Equinox be available in both the US and Canada, it is...
by - December 9, 2016
Nearly all details have been set with regards to the upcoming market introduction of the new Jaguar I-Pace. Its production version was recently previewed at the 2016 Los Angeles Auto...
by - December 8, 2016
WM Motor, a new China-based automaker, recently revealed its forthcoming lineup consisting of affordable electric vehicles. While there is a company is the U.S. that has the same name, they...
by - December 8, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries