BMW is initiating an Apple-like program, “Genius”, to help
customers with the technology in their cars.
Cars are more capable now than ever before. Most auto
scribes don’t even truly find out about a car’s limits until a professional
driver shows them what they are. It’s the same with a vehicle’s features on the
inside; you might know they’re there but not what they are capable of doing for
you. Cars today have more technology than consumers know what to do with. BMW
is making an effort to change that by introducing “young, tech-savvy employees”
to dealerships. This is a part of the “BMW Genius Everywhere” initiative.
The BMW Genius is present in the show room floor only, and
has nothing to do with the sale of any vehicle. They are there to answer any
questions about the company’s products and their features. If a customer is to
first ask a BMW Genius about the car and wants to buy one, the BMW Genius will
then find a sales person to help them out. There was a pilot program in the UK
and it proved to be effective. The BMW Genius program will be implemented
across Europe and then come to the United States towards the end of this year
in time for the launch of the i3. The
details are still uncertain and being worked on, but each BMW dealership will
have at least one Genius.
BMW will also be putting vehicle and feature tutorials on
its US website to make their knowledge and brand more easily accessible. These
videos will be available for you and me to watch in the latter half of this
year and will be available for iPhone and iPad apps.
For more information about the BMW Genius program and when a
Genius will be available in Springfield, visit https://jmkbmw.com
for all the details!