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BMW Prepares the Market for the i3 Release with Genius Program

Back in February, we told you about BMW's new way of selling cars, the so-called Genius program, that takes after the Apple way of doing business.
BMW Genius 1 photo
Photo: cultofmac.com
After the pilot scheme deployed in 2012 proved to be very successful, receiving many positive reviews, BMW started rolling out the 'BMW Genius' program nationwide in the UK.

This way, each BMW dealership will have its own 'BMW Genius' a college graduate or student, equipped with a trusty iPad that will explain the customers all the advantages of each vehicle, especially the upcoming i3.

The new employees will have a fixed income, with any commission. Their task will be do help customers better understand the technology behind each car and make the right decision as to which would fit them better. After the customer made up his mind, he is sent over to a sale man.

BMW Officials claim that this way, the salespersons will have less work to do and sales will grow because customers will better understand their prospective buy. Up until now, a salesman had to know everything about a car, from each piece of technology, to financial services, which was a bit too much.

The BMW Geniuses will be wearing polo shirts and will use modern communication tools to enable the customers to view the model they intend to buy in 3D on a big screen inside the showroom, due to an iPad app for configuring cars.

“The BMW Genius program has proved that BMW offers its customers the most up-to-date, forward thinking way of engaging with them on a level they’ll feel comfortable with. Buying a new car is a huge decision for anyone so having highly knowledgeable people alongside our existing professional staff in increasing numbers of dealers across the country is a large positive step forward,” said Kevin Davidson, Dealer Development Director.

At the moment, 30 BMW dealers already have BMW Geniuses hired and another 100 are planning to have the highly trained staff available by the end of the year.
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