BMW Adapts Apple Genius Model in Its Dealerships
Inspired by Apple retail stores, BMW is requiring dealers to hire young, tech-savvy employees to handle questions about its vehicles on the showroom floor.
The “BMW Genius Everywhere” program is slated to go nationwide in about a year, with specially trained employees — many of them college students — patrolling dealerships with iPads in hand. The BMW “geniuses” will be available to inform shoppers about vehicles and features, but they will not sell cars.
The approach is similar to the Genius Bar program in every Apple outlet — product explainers and troubleshooters