BMW Hopes Customer-Service 'Geniuses' Are Smart Move


BMW is taking a page from the successful Apple playbook as it prepares to staff its dealerships with "geniuses" to help car shoppers navigate the potentially intimidating technicalities of trim levels, specifications and features.

According to marketing-industry publication AdvertisingAge, the BMW Genius Everywhere program will follow the same strategy as the Genius Bar at Apple retail stores, with specially trained workers — generally college students — patrolling showrooms equipped with an iPad and a thorough knowledge of the stock. The biggest differences are that BMW's geniuses will inform customers about cars, not computers, and will wear white shirts instead of blue. BMW geniuses, salaried as opposed to commission-compensated, will only provide information and will leave the selling to the salespeople, AdvertisingAge reported.

BMW's program is being tested and launched in Europe, and the automaker expects to have it up and running in the U.S. by early 2014, in time for the rollout of the i3 electric car, according to AdvertisingAge. Cadillac and Lexus already have similar programs at their U.S. dealerships, and Ford has implemented a similar program to help familiarize customers with its MyFord Touch multimedia system.

BMW Adapts Apple Genius Model in Its Dealerships (AdvertisingAge)
Ford Still Committed to My Ford Touch
More BMW News on


Agent Mike

If BMW really wishes to improve their Sales, move the Geniuses to the reliability Department. This is the first time in 25 years, I am not driving a new BMW. BMW can thank their poor reliability for that.

Huurrrrreeeee.... I am happy to know that BMW's program is being tested and launched in Europe, and the automaker expects to have it up and running in the U.S. by early 2014. I am waiting for it. Great Update of BMW. :)

Dominick Deasmo

Dominick Derasmo • a minute ago
I've owned a BMW for years and have always been a loyal customer until now. I have a lease which is going back in less than 2 weeks, I have tire protection on my vehicle and they are telling me I have to pay 1400 for new tires when my lease is up in about 10 days. Can someone explain this to me? Did they take into account all the BMW's I've returned well below the available miles as part of my lease deal.

Let a Geniuse help me with this.

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