BMW adding tech-savvy geniuses to its dealerships
BMW is taking a cue from the Apple Store Genius Bar model. Image: TORLEY/Flickr/CC BY-SA
Today’s cars are being fitted with more and more electronic gizmos. So much so that it may take a learning curve just to be able to understand all of the features available. To help untangle the technological jumble, BMW is taking a cue from Apple and adding “geniuses” to the staff at its dealerships.
‘BMW Genius Everywhere’ program
The program, which is being called “BMW Genius Everywhere,” will require each dealership to hire at least one tech-savvy young person to be present in the showroom, iPad in hand, to explain the technological components of vehicles to prospective buyers. The young geniuses will have no hand in selling vehicles, and will not put any pressure on vehicle shoppers. Their main function will be to answer questions. If a potential buyer is still interested after his or her questions have been satisfactorily answered, he or she will then be transferred to a salesperson.
The program was tried out last year in select European dealerships, and is now being launched across the European Union. A pilot program will commence in the United States late this year, just in time for the launch of the car maker’s anticipated i3. It will then be rolled out nationwide in early 2014.
Tech service before the purchase
BMW’s program differs from the Apple model it borrows from in that its geniuses will be available to would-be buyers before they sign on the dotted line. Apple geniuses do tech clarification for consumers who have already paid for its products.
The “BMW Genius Everywhere” program will create many jobs for knowledgeable young college grads nationwide next year.
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Tutorials and apps
In addition, BMW says it will also put tutorials for its electronic features on its website for all to peruse without taking a trip to the dealership. Those tutorials will also start to appear toward the end of 2013. They will also be offered in mobile app versions for Apple and Android devices.
Aping Apple
BMW is only the latest company to emulate Apple’s formula. BestBuy and Samsung, among others, have both taken cues from the House that Jobs Built’s marketing strategies.
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