BMW Moving Towards Apple Store Model For Sales And Support - Is This A Good Thing?

BMW’s latest models have been incorporating groundbreaking technology, with self-driving systems, an all-new electric car lineup and innovations galore. But now, the German carmaker wants its showrooms to reflect its cars’ novelties. The automaker has told dealers the digital age requires all-around changes, like “product geniuses” to teach customers about their new technology, flat screens to present the models, and videos replacing the long lines of cars found in today’s dealerships
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Car4Life - 2/21/2014 3:16:48 PM

+6 Boost

I applaud Bimmer's effort, however no flat screen, tablet, or "Genius" beats sitting in the model of your choice and experiencing the brand first hand.

Manny99 - 2/21/2014 3:37:47 PM

0 Boost

BMW ruined the industry with their iDrive system, and now they'll probably ruin the industry with this more cost efficient sales/real estate model. Always best to see the color of a vehicle in person vs. online or on a mere color palette.

focal - 2/21/2014 4:35:39 PM

+2 Boost

nothing showcases a car better than a test drive. it's about the car and drive. The technology is awesome in it's own right, but it's probably suited for up selling after the customer has already agreed to buy the car.

2ndbimmer - 2/22/2014 10:11:39 AM

+1 Boost

Correct, it is about the experience. This will be an exciting experience with the dealership. They are trying to get people in the door instead of people making up their mind from the internet.

GermanNut - 2/21/2014 5:08:01 PM

0 Boost

Audi already launched its virtual showroom concept in several cities around the world and will add 14 more in 2014.

http://www.luxurydaily.com/audi-to-add-16-virtual-showrooms2014/

Further, Audi of America dealers have already ordered a huge number of iPads for use by sales personnel:

http://www.autonews.com/article/20140203/RETAIL06/302039982/audi-exec:-dealer-ipad-orders-top-wildest-dreams

This is not a new concept. BMW is just following its competition in this regard.

scenicbyway12 - 2/21/2014 8:46:14 PM

+2 Boost

Nice try, but this is Audi following BMW again, the BMW Genius program debuted 2012.

http://www.bloomberg.com/news/2012-05-31/bmw-apple-like-geniuses-sell-luxury-models-with-tablets-cars.html

abqhudson - 2/21/2014 8:35:23 PM

+2 Boost

Silly. Who wants to go to the car dealership to watch videos??? Not me. Put the videos on the web and I'll watch at home on my own flat screen if I'm interested.

MattDarringer - 2/22/2014 12:21:05 PM

+1 Boost

This is 1000% gimmick. The bottom line is that people want to test drive cars in their price range, make a decision, negotiate price, and drive off. A lot of monied people will not want to waste the time experiencing the brand. MANY people with money buy cars sight unseen "Hello I want a black 7 Series..."

carloslassiter - 2/23/2014 12:58:13 PM

+1 Boost

Given the size of the current model range (which includes about 3x as many models as they had a decade ago), it seems rather obvious to me that BMW has no choice but to go to the 'video' concept.

The alternative would be to build showrooms that are the size of football fields, and I don't think that is going to happen.

dumpsty - 2/24/2014 3:12:27 PM

+1 Boost

Sweet! BMW can just buy up all the closing Best Buy shops. They come with ample showroom space, tall ceilings, and garage/car ports for actual individual vehicle systems demonstrations.

Godgore - 2/24/2014 10:45:28 PM

+1 Boost

Many dealers have already taken these exact steps and you know what? Customers could care less. They want a great deal on the car and to be treated fairly by someone they trust. An Ipad doesn't replace a good sales person. Nor does it replace a the fact that the majority of customers still want a damn brochure even though the exact info is already online!