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BMW Expands Use of Product “Geniuses” in U.S. Dealerships
BMW AG tells Automotive News it intends to expand its team of "Genius" product advisors who help U.S. customers master their vehicles' electronic features to 750 this year from 500 in 2014.
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BMW AG tells Automotive News it intends to expand its team of "Genius" product advisors who help U.S. customers master their vehicles' electronic features to 750 this year from 500 in 2014.
The special advisors explain features but don't directly sell cars. They assist customers when they take delivery of their vehicles and can be contacted later via the car's built-in emergency call button. BMW also is offering a smartphone app that offers information about in-car electronics.
BMW says the goal is to improve customer relations and loyalty. Skeptics tell AN they see the program as a threat to the role of conventional salespeople.
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