Inspired by Apple retail stores, BMW will soon require dealers to hire young, tech-savvy employees to handle questions about its vehicles on the showroom floor.

The "BMW Genius Everywhere" program is being launched across Europe after a trial at several large dealership groups in the UK last year. A pilot program in the United States will begin later this year in several stores and will be rolled out nationwide by early 2014.

The program has 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.

Read Article

BMW To Require All US Dealerships To Have Genius Bar Experts

About the Author


User Comments


Add your Comments

Images hosted in your AgentSpace can now be posted in the comments section using the following syntax (case matters): [img]IMAGE URL[/img]
Example: [img][/img]