BMW are following Apple’s lead by employing ‘BMW Geniuses’ across their UK dealer network to explain the latest technologies available on new cars.
That should be a job for the car salesman, but most car salesmen only worry about explaining how good the deal is and how it’s better than any other deal, so buyers often come away with a car that doesn’t fit their needs as well as it could.
But with fewer new car buyers really wrapped up in performance and dynamics and more interested in the tech behind the wheels, BMW has been trying out an idea borrowed from Apple Stores by employing ‘BMW Geniuses’ at 10 of their UK dealerships to explain the advantages of much of their technology to customers. And it seems to have worked.
BMW are so pleased that their Geniuses have done a good job of explaining stuff like EfficientDynamics, ConnectedDrive and xDrive by using iPads and Virtual Presentations to showcase and explain just what’s available, that they’re now rolling out the Genius plan across their UK network and are looking for tech savvy people to don a blue polo shirt – emblazoned with ‘BMW Genius’ – to explain the benefits of BMW’s technology to buyers.
BMW’s recruitment advert for Geniuses says:
As a BMW Genius, your main responsibility will be to use your engaging personality to inspire and excite customers in the dealership about the features and benefits of the latest BMW products and technologies. You will also be expected to provide insightful information during test drives as well as support Sales Executives by demonstrating product options to customers when required. Don’t worry if you’re not a BMW expert right now – our comprehensive training programme will teach you everything you need to know to become a BMW Genius.
It’s a sensible idea and one which should prove to be an unpressurised experiences for buyers, at least until they’re nicely softened up and handed over to the sharks in a suit to close the deal.
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