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BMW to Add Product "Geniuses" to Dealerships

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author photo by Jeffrey Archer June 2012
  • BMW dealers will soon begin to add sales specialists called product "geniuses"
  • The new position will first appear at dealerships in Europe and China
  • BMW says the geniuses will explain high-tech features to buyers

BMW dealerships around the world will soon add an entirely new type of employee to their payrolls. The new job description, echoing Apple, is that of "product genius." The new employees will be on hand during the selling process to help explain the increasingly complicated high-tech features of the automaker's product lineup.

According to BMW, product geniuses will first appear at dealerships in France, the United Kingdom, China and the Netherlands before finally arriving in the United States. BMW is modeling itself on Apple, which pioneered the idea with a Genius Bar full of "genius" advisors in its retail stores worldwide. While Apple's geniuses also repair and diagnose its products, BMW's product geniuses will solely be on hand to explain features to car shoppers using their product knowledge and high-tech demonstrations.

"The objective here is to better support customers with in-depth product knowledge as well as enabling the customer to better utilize and configure products in accordance with their particular needs," said BMW in a statement. "As the product genius needs to be mobile, he or she will be equipped with a state-of-the-art Information Management System on a tablet device, allowing, for example, product configuration and in-depth explanation of features supported by visuals and films."

The addition of a product specialist to BMW showrooms will surely be welcomed by dealership personnel as the automaker continues to add advanced technological systems to its vehicles. In addition to offering complicated traction control and stability control systems, BMW is increasingly boosting the amount of technology on the inside of its vehicles with features like the advanced iDrive information and entertainment system, voice control for in-car functions and a full-color head-up display projected on the windshield. Other planned advancements include car-to-car communication and an increasingly autonomous driving experience.

BMW has not yet announced when it plans to begin adding product geniuses to its U.S. dealerships. AutoTrader.com will keep you updated as the automaker provides further information.

What it means to you: With technology continuing to advance, we expect to see more automakers adding similar specialists to their dealerships.

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BMW to Add Product "Geniuses" to Dealerships - Autotrader