BMW To Employ Apple Genius Bar Concept In Dealerships

Oliver Watkins struggles to explain to car shoppers that his job is to be a genius for Bayerische Motoren Werke AG. (BMW)

“We tell them we work for BMW in a new, exciting role, and we sometimes refer to ourselves as the ‘geeks’ of BMW,” said the 21-year-old, who joined Cooper Norwich, a BMW dealer in eastern England in September as one of the carmaker’s first two geniuses. More are on their way.

Borrowing an idea from Apple Inc. (AAPL)’s stores, BMW plans to add tablet-toting product experts to the staff of its 3,000 dealers worldwide. Watkins and his colleagues will help customers link a car with an iPhone and sort through options like Night Vision and Active Steering without selling pressure.

 

CarCrazedinCali - 6/1/2012 3:31:19 PM

+4 Boost

DON'T FORGET MINI TOO BMW!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

pepito66 - 6/1/2012 5:54:56 PM

+2 Boost

Awesome.......

PLAY - 6/2/2012 12:54:10 PM

+1 Boost

More people who look down their noses at customers?

Vroooom - 6/4/2012 8:59:45 AM

+1 Boost

Why?

1CarSmart1 - 6/4/2012 11:50:27 AM

+1 Boost

Remember this is for in america, for where dumb fatties are only a generation removed from driving pickups. They need the help to understand scary new "witchcraft" features from BMW like automatic headlights and automatic transmissions!