BMW To Require All US Dealerships To Have Genius Bar Experts

Inspired by Apple retail stores, BMW will soon require dealers to hire young, tech-savvy employees to handle questions about its vehicles on the showroom floor.

The "BMW Genius Everywhere" program is being launched across Europe after a trial at several large dealership groups in the UK last year. A pilot program in the United States will begin later this year in several stores and will be rolled out nationwide by early 2014.

The program has specially-trained employees -- many of them college students -- patrolling dealerships with iPads in hand. The BMW "Geniuses" will be available to inform shoppers about vehicles and features, but they will not sell cars.

Agent009 - 2/20/2013 2:52:24 PM

+4 Boost

A common issue for me as well. However many base their sole decision to buy a car on a person who has never looked under the hood, much less be able to answer a question accurately.

docsout1 - 2/20/2013 10:07:01 PM

+2 Boost

Yikes, that's the kind of business to be in. 'Step right up ladies and gentlemen...' and I'll answer your questions whether I know the facts or not.

pepito66 - 2/21/2013 7:56:30 AM

+1 Boost

Personally I prefer to search and research on line aboujt the car I am interesting to buy in all aspect then go to the dealer , but I know for sure wich brand and model I have to take. I don't trust on sales person or advisor at all. They try to sales the car that for sure they have any interest or a reason behind .